美国在线行为广告领域个人信息保护自律模式研究

The Research on the Self-Regulatory Pattern of Personal Information Protection in the Field of Online Behavioral Advertising in America

美国在线行为广告领域通过行业自律模式保护个人信息,已经建立了完整的个人信息自律保护机制,该机制涵盖了在线行为广告领域中的个人信息保护基本原则、个人信息特别规定、告知制度与消费者的选择权、广告选择图标机制、拒绝追踪机制、投诉问责与执行机制。该机制的优势在于能够为个人信息提供灵活和细致的保护规范,同时可以减少由立法过早介入引发的阻碍行业发展的不良影响;但其弊端表现在强制力不足、普及性有待提高等方面。

In the field of online behavioral advertising in America,the industry chose the self-regulatory pattern to protect personal information and has developed an integral industry self-regulatory mechanism regarding the protection for personal information.Such mechanism embraces the basic principles,the special stipulation of personal information,notice system and consumers’freedom of choice as well as the mechanisms of advertising icon options,Don’t Track Me and accountabilities.Such mechanism in protecting personal information has not only provided flexible and elaborate protection regulations but also reduced the adverse impact of hindrance on the industry caused by premature intervention of legislation at the same time,while there are also disadvantages such as the shortage of universality and coercive force.