Bondarenko O. Features of personal data protection during using targeting technologies: experience of the European union and Ukraine

DOI: 10.33098/2078-6670.2022.14.26.111-118

Purpose. The purpose of the work is to analyze the features of personal data protection during the use of targeting technologies in Ukraine and in the European Union. Method. The methodology includes a systematic analysis of normative legal acts of national law and a historical review of normative sources regarding the legal regulation of the issue of personal data protection and personal data protection in the Internet environment in the European Union. The following methods of scientific knowledge were used during the research: terminological, logical-semantic, functional, systemic-structural, logical-normative, comparative, etc. The results. The rapid development of information technologies inevitably permeates all spheres of social life and, unfortunately, legal regulation is not always able to properly “keep up” with the emergence of new social relations. The issue of personal data protection in the Internet environment is very acute for Ukraine and requires an immediate legal definition of both the general principles of implementation and the responsibility of information managers for abusing their rights. A demonstrative qualitative example is undoubtedly the regulatory legal acts of the European Union, which should become the basis for transformational changes in domestic legislation in the field of personal data protection on the Internet. Scientific novelty. In the study, the main problematic aspects regarding the process of giving consent to the processing of personal data in the Internet environment and the subsequent use of such data for targeted advertising in Ukraine were formed. The main positive aspects of the legislation of the European Union which can be implemented in the national legislation of Ukraine were identified. Practical significance. The results of the study can be used to determine trends in improving the national legislation of Ukraine in the context of ensuring proper protection of personal data in the Internet environment.

Key words: targeted advertising, contextual advertising, retargeting, Internet environment, personal data protection, European Union, General Data Protection Regulation, Digital Services Act.

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