Implication of Personalized Advertising on Personal Data: A Legal Analysis of the EU General Data Protection Regulation

Noor Ashikin Basarudin; Ridwan Adetunji Raji

doi:10.21834/ebpj.v7i22.4160

Authors

Noor Ashikin Basarudin Faculty of Law, UiTM Cawangan Pulau Pinang, Permatang Pauh Campus, 13500 Permatang Pauh, Pulau Pinang
Ridwan Adetunji Raji College of Communication and Media Sciences, Zayed University, Abu Dhabi, United Arab Emirates

DOI:

https://doi.org/10.21834/ebpj.v7i22.4160

Keywords:

Personalized Advertising, Algorithmic Targeting, Personal Data Profiling, EU General Data Protection Regulation

Abstract

The accelerating emergence of personalised advertising is mostly driven by data. Accordingly, algorithmic profiling has become a constant experience for every online user in predicting preference and interest. The profiling process raises several issues of human privacy and personal data invasion. Therefore, this study adopts the doctrinal legal method through the analysis of International Instruments and the European Union General Data Protection Regulation as legal avenue to safeguard and protect online activities of the data subjects. The findings of this paper discuss the main principles to be observed by the data controller in ensuring the legality of personal data profiling. This paper suggests the profiling process to be design-based security due to unavailability of system procedure to human knowledge.

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