Browse > Article
http://dx.doi.org/10.5762/KAIS.2019.20.2.492

A Legal Review of Personal Information Protection for Invigorating Online Targeted Advertising: Focusing on the Concept of Personal Information  

Cho, Jae-Yung (Department of Advertising and PR, Chungwoon University)
Publication Information
Journal of the Korea Academia-Industrial cooperation Society / v.20, no.2, 2019 , pp. 492-497 More about this Journal
Abstract
This study analysed the legal concept of personal information(PI), which was not differentiated from behavioral information, and established it clearly for invigorating online targeted advertising(OTA), which draw attention in big data era; by selecting Guidelines of Assessment of Data Breach Incident Factors and Guidelines of Measures for No-Identifying Personal Information based on Personal Information Protection Act(PIPA) and Enforcement Decree of the PIPA. As a result, PI was defined as any kind of information relating to (1)a living individual(not group, corporate body or things etc.); (2)makes possibly identify the individual by his or her identifiers such as name, resident registration number, image, etc. (not included if not identify the individual); and (3)including information like attribute values which makes possibly identify any specific individual, if not by itself, but combined with other information which can be actually collected and combined). Specifically, PI includes basic, proper distinguishable, sensitive and other PI. It is suggested that PI concept should be researched continually with digital technology development; the effectiveness of the Guidelines of PI Protection in OTA, the legal principles of PI protection from not only users' but business operators' perspectives and the differentiation between PI and behavioral information in OTA should be researched.
Keywords
Big Data; Online Targeted Advertising; Personal Information; Personal Information Protection; Unidentifiable Personal Information;
Citations & Related Records
연도 인용수 순위
  • Reference
1 Ministry of the Interior and Safety. Press Release: Issued the Guidelines of Measures for No-Identifying Personal Information. Available from: https://www.mois.go.kr/frt/bbs/type010/commonSelectBoardArticle.do?bbsId=BBSMSTR_000000000008&nttId=55287
2 Korea Communications Commission. Guidelines for Protection of Personal Information in Online Behavioral Advertising, 2017. Available from: http://www.kcc.go.kr/user.do?boardId=1113&page=A050 30000&dc=&boardSeq=44427&mode=view (accessed Dec. 10, 2018)
3 S. Y. Son, J. Y. Yu, "The Development of Online Advertising Industry and Privacy Violation", Korea Economic Forum, vol. 5, no. 3, pp.27-50, 2012. Available from: http://www.kea.ne.kr/common/download?id=1715§ion=pub
4 J. J. Ahn, "Online Behavioral Advertising and Privacy", Journal of Cybercommunication Academic Society, vol. 30, no. 4, pp. 43-86, Dec., 2013. Available from: http://www.dbpia.co.kr/Article/NODE02330914
5 Korea Internet & Security Agency. Report Center of Personal Information Violation [Ienternet]. Available from: https://blog.naver.com/hi_nso/221272246583 (accessed Oct. 10, 2018)
6 S. Lee, "The Regulation Policy of the Personal Targeting Advertising based on Online Behavior Analysis", Journal of Media Law, Ethics and Policy Research, vol. 9, no. 2, pp. 49-73, Dec., 2010. Available from: http://www.dbpia.co.kr/Article/NODE01973443
7 H. S. Ko, S. M. Lee, "An Analysis of Gathering of Personal Information by Major Korean Internet Sites", Korean Journal of Law And Economics, vol. 10, no. 2, pp. 181-216, 2013. UCI : G704-SER000010215.2013.10.2.001
8 C. J. Hoofnagle, N. Good. The Web Privacy Census, October 2012 [Internet].. Available from http://law.berkeley.edu/privacycensus.htm. (accessed Dec. 10, 2018)
9 S. Y. Park, "Critical Review of Guidelines for Protection of Personal Information in Online Behavioral Advertising", Journal of Consumer Policy Studies, vol. 48, no. 3, pp.205-231, 2017. URL http://www.dbpia.co.kr/Article/NODE07301773   DOI
10 S. K. Jang, "A Study on the Online Custom Advertisement and the Legal Law of User's Information Protection", Advertising Research, vol. 117, pp. 117-147, 2018. URL http://www.dbpia.co.kr/Article/NODE07511052   DOI
11 Personal Information Protection Act. Available from: www.law.go.kr
12 Korea Communications Commission. Guidelines for Protection of Personal Information in Online Behavioral Advertising, 2017. Available from: http://www.kcc.go.kr/user.do?boardId=1113&page=A05030000&dc=&boardSeq=44427&mode=view (accessed Nov. 15, 2018)
13 Act on Promotion of Utilization of Information and Communications Network. Available from: www.law.go.kr
14 Personal Information Protection Commission, Guidelines of Assessment of Data Breach Incident Factors. Available from: http://www.pipc.go.kr/cmt/search/unifiedDetailSearch.do
15 Ministry of the Interior and Safety. Guidelines of Measures for No-Identifying Personal Information. Available from: https://www.mois.go.kr/frt/bbs/type001/commonSelectBoardArticle.do?bbsId=BBSMSTR_000000000015&nttId=55350
16 Constitutional Court 2005. 5. 26. 99Heonma513 etc.; 2005. 7. 21. 2003Heonma282 etc.