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Regulating Online Behavioural Advertising Through Data Protection Law

Regulating Online Behavioural Advertising Through Data Protection Law

Author: Jiahng Chen
Publisher: Edward Elgar Publishing
ISBN: 9781839108297
Published In: May 2021
Format: Hardback
Jurisdiction: U.K. ? Disclaimer:
Countri(es) stated herein are used as reference only

List Price: HKD 1,313.00

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Description
Contents

Details

This insightful book provides a timely review of the potential threats of advertising technologies, or adtech. It highlights the need to protect internet users not only from privacy risks, but also as consumers and citizens online dealing with a highly complex technological setting.

Jiahong Chen illustrates a concise overview of the technical, economic and legal aspects of adtech together with coverage of other important areas. These include: the ongoing debates around online advertising and data protection, an up-to-date analysis of the application of the GDPR, and insights into both the practices and theories of the regulation of data protection law. The book provides a clear picture of what is truly at stake with online advertising practices, concluding with a critical assessment of the current regime and a proposed approach to reform data protection laws.

This book will provide essential reading for researchers and law students requiring an overview of the legal framework and current practices, alongside legal practitioners and policymakers evaluating the benefits and risks of data-driven technologies.

PART I. THE SET-UP

Introduction to Regulating Online Behavioural Advertising Through Data Protection Law

1. The techno-economic landscape of OBA 9

PART II. THE STAKES

2. Claims of legitimate interests and societal benefits of OBA 37

3. Individualistic and societal risks of OBA 57

PART III. THE LAW

4. Data protection principles governing OBA

5. Lawful grounds legitimizing data uses for OBA

6. ‘Consent + necessity 2.0’: the regulatory blind spots PART IV THE POSSIBILITIES

7. Diversifying the data protection regulatory toolbox

Conclusion to Regulating Online Behavioural Advertising Through Data Protection Law