Journal of Convergence for Information Technology (융합정보논문지)

Convergence Society for SMB (중소기업융합학회)
권호 표지
DOI QR코드

DOI QR Code

A Study on the Conflict between the Use of Personally non-Identifiable Information and the Protection of Personal Information in Digital Behavioral Advertising: Focusing on the Domestic and Foreign Status and System

디지털 맞춤형 광고에서 비식별개인정보의 활용과 개인정보 보호와의 갈등에 관한 연구: 국내외 현황과 제도를 중심으로

  • Choi, Min-Wook (Department of Advertising & Public Relations, Namseoul University)
  • 최민욱 (남서울대학교 광고홍보학과)
  • Received : 2020.10.29
  • Accepted : 2021.01.20
  • Published : 2021.01.28
Download PDF
⟨ Previous Next ⟩

Abstract

This study looked at the conflict between the aspect of the use of personally non-identifiable information for the development of the big data industry and the digital advertising industry and the aspect of personal information protection. In order to achieve the research purpose, this study focused on literature research such as thesis, legal texts, administrative regulations, and recent media articles. As a result of this study, the main issues related to the protection of personally non-Identifiable Information in digital behavioral advertising were 'conflict between freedom of advertising expression and personal rights', 'personalization of unidentifiable information', 'information imbalance'. In this regard, as measures to protect personally non-identifiable information in digital behavioral advertising, it was proposed to 'harmonize with freedom of advertising expression and personal rights, 'improve notification and consent. process', and 'reinforce the right to control personal information'.

본 연구는 빅데이터 산업과 디지털 광고 산업의 발전을 위한 비식별개인정보의 활용이라는 측면과 개인정보 보호 측면 사이의 갈등 관점에서 조망해보았다. 본 연구는 연구목적을 달성하기 위하여, 논문, 법조문, 행정 규정, 최근 언론 기사 등 문헌연구 중심으로 진행하였다. 특히 본 연구 주제 관련 국내외 현황과 제도 자료를 심층적으로 분석하였다. 본 연구 결과 디지털 맞춤형 광고에서의 비식별개인정보 보호 관련 주요 쟁점으로 '광고표현의 자유와 개인 인격권과의 상충', '식별 불가능한 정보의 개인정보화; '정보의 불균형'에 대해 분석하였으며, 이와 관련 디지털 맞춤형 광고에서의 비식별개인정보 보호 방안으로 '광고표현의 자유와 개인 인격권과의 조화' '고지와 동의 절차의 개선', '개인정보통제권의 강화'를 제안하였다. 본 연구는 현재 디지털 맞춤형 광고에서 비식별개인정보가 활발히 활용되고 있는 상황에서 비식별개인정보의 활용과 개인정보 보호에 대해 살펴보았다는 점에서 연구의 의의를 찾을 수 있다. 향후에는 본 연구 주제 관련 사례와 판례 중심으로 분석할 필요가 있다.

Keywords

Acknowledgement

Funding for this paper was provided by Namseoul University year 2019

References

  1. J. Ahn. (2013). Online Behavioral Advertising and Privacy. Journal of Cybercommunication Academic Society, 30(4), 43-86.
  2. S. T. An & S. M. Suh. (2012). Location-based Advertising Via Smartphone Applications: Analysis on the use of Personal Location-specific Information. The Korean Journal of Advertising and Public Relations, 14(1), 129-159.
  3. J. Y. Yang. (2009). Several Issues on Unfair Competition Activity. Law & Technology, 5(2), 3-26.
  4. S. H. Lee. (2010). The Regulation Policy of the Personal Targeting Advertising based on Online Behavior Analysis. Journal of Media Law, Ethics and Policy, 9(2), 49-73.
  5. S. K. Jang. (2018). A Study on the Online Custom Advertisement and the Legal Law of User's Information Protection.. Advertising Law, 117, 117-147. https://doi.org/10.16914/ar.2018.117.117
  6. FTC (2009). Self-regulatory Principles for Online Behavioral Advertising.
  7. E. H. Jeong & K. I. Kim. (2020). An Analysis of Linguistic Characteristics of Information Protection Policies to Improve the Effectiveness of Information Protection in Cloud Computing Services. Journal of Convergence for Information Technology, 10(10), 15-23. https://doi.org/10.22156/CS4SMB.2020.10.10.015
  8. H Moon & H. S. Cho. (2012). Risk based Policy at Big Data Era: Case Study of Privacy Invasion. Informatization Policy, 19(4), 63-82.
  9. D. H. Kim & G. B. Hong. (2020). The 3 Date Act based on Fourth Industrial Revolution were passed... Expanding the use of personal information. Yonhap News. 2020. 1. 9. https://www.yna.co.kr/view/AKR20200109175651001?input=1195m
  10. Y. H. Kim. (2020). Opening the Way to use Pseudonym Information... Big data Industry will glow. ZDNet Korea. 2020. 1. 10. https://www.zdnet.co.kr/view/-no=20200109144814
  11. E. S Kang. (2020). Data'blood vein' penetrates to boost economy... Expanding 'use' of sensitive information. News1 2020. 4. 29. https://www.news1.kr/articles/-3921549
  12. D. H. Lee. (2017). A Study on Psuedonymized and De-identified Information for the Protection and Free Movement of Personal Information. Journal of Korea Information law, 21(3), 217-251.
  13. S. N. Kim & H. S. Lee. (2014). A Study on the Improvements of the Big Data Guideline in Korea. Informatization Policy, 21(4), 20-39. https://doi.org/10.22693/NIAIP.2014.21.4.020
  14. C. B. Lee. (2013). A Study on the Harmonization of Use of Big Data with Privacy Protection. Dankook Law Review, 37(1), 509-559. https://doi.org/10.17252/dlr.2013.37.1.019
  15. White House (2012). Consumer Data Privacy in a Networked World : A Framework for Protecting Privacy and Promoting Innovation in the Global Digital Economy. White House, Washington, DC.
  16. FTC. (2011). Fair Information Practice Principles. URL: http://www.ftc.gov/reports/privacy3/fairinfo.shtm
  17. E. B. Cleff, (2007). Implementing the Legal Criteria of Meaningful Consent in the Concept of Mobile Advertising. Computer Law & Security Report, 23, 262-289. https://doi.org/10.1016/j.clsr.2007.03.005
  18. E. B. Cleff, (2010). Effective Approaches to Regulate Mobile advertising: Moving towards a Coordinated Legal, Self-regulatory and Technical Response. Computer Law & Security Report, 26, 158-169. https://doi.org/10.1016/j.clsr.2009.11.009
  19. J. Ahn & K. Choi. (2017). Behavioral Advertising and Privacy Protection: A Comparative Study with U.S. Cases. Study on The American Constitution, 28(3), 111-149.
  20. Y. H. Son. (2014). The Protection of Personal Information in the Era of Big Data. Business Law Review, 28(3), 355-393.
  21. E. Y. Han. (2014). Background of the Revision of Personal Information Protection Act in Japan and the Main Contents of the Amendment. Information & Communication Policy, 26(13), 18-26.
  22. KOTRA. (2020). Japan, Cookie Use Restrictions Cue to Reinforcement of Personal Information Protection. What is Marketing Breakthrough? KOTRA Overseas Market News. 2020. 7. 21.