Lynskey, Orla (2011) Track(ing) changes: an examination of EU regulation of online behavioural advertising through a data protection lens. European Law Review, 36 (6). pp. 876-886. ISSN 0307-5400
Full text not available from this repository.Abstract
This article examines the proportionality, from a data protection perspective, of the regulatory regime applicable in the European Union to online behavioural advertising in light of recent amendments to the E-Privacy Directive. In this regard, first, the concept of behavioural advertising is explained. Secondly, the relevant legal framework is set out; particular attention is paid to the changes to the E-Privacy Directive that now mandate a user “opt-in” for targeted advertising. Thirdly, the harms to which behavioural advertising may give rise are outlined in order to facilitate the analysis of whether the recent changes constitute a proportionate response to these harms. It will be demonstrated that the European Union’s protective regime will come at a cost for internet users; however, it is in keeping with the now prominent position of the right to data protection in the European legal order.
| Item Type: | Article |
|---|---|
| Official URL: | http://www.sweetandmaxwell.co.uk/Catalogue/Product... |
| Additional Information: | © 2011 Sweet & Maxwell |
| Divisions: | Law |
| Subjects: | K Law > K Law (General) T Technology > T Technology (General) |
| Date Deposited: | 10 Jul 2012 08:40 |
| Last Modified: | 05 Jan 2024 23:24 |
| URI: | http://eprints.lse.ac.uk/id/eprint/44718 |
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