互联网定向广告中个人信息安全风险及其法律防范

Security Risks of Personal Information and Its legal Prevention in Internet Targeted Advertising

互联网定向广告运用信息数字技术,收集用户在线行为信息,通过有价值的信息分析与挖掘建立个人信息库,根据预测出的用户偏好和需求规律,进行精准地商品或服务信息个性化投放。互联网定向广告为消费者提供更准确、更便利的消费信息,有助于节约广告成本,实现精准投放,但存在不当收集、使用、泄露等侵害个人信息安全的风险。我国应当借鉴欧盟、美国的立法经验,建立统一和专门双重个人信息安全风险防范的法律体系,加强用户的个人信息自决控制,强化经营者的个人信息安全维护义务与责任。

Internet targeted advertising uses information digital technology to collect information on users1 online behaviors.Through valuable information analysis and mining,personal information database is established.According to the predicted preferences and demand rules of users,personalized placement of commodity or service information can be carried out accurately.The Internet targeted advertising provides more accurate and convenient information for customers,which helps to save the cost of advertising and achieves accurate delivery,but there are risks of improper collection,use,disclosure and other violations of personal information security.China should draw on the legislative experience of the Europe Union and the United States to establish a unified and specialized legal system for the prevention of personal information security risks,strengthen the self-determination control of users1 personal information,and strengthen the obligations and responsibilities of the operators for the maintenance of personal information security.