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1 [2011] Online privacy and self-regulation: Behavioral targeting advertising regulations in EU and U.S. BTA BTA EU EU 1
2 [2011] BTA BTA EU EU BTA EU Abstract On the basis of OECD privacy guidelines, personal data protection laws have been standardized to some degree around the world. But in recent, rapid progress of information technology is generating unclear domains, which is typified by the privacy problems of Behavioral Targeting Advertising (BTA). BTA uses some kinds of action history of users on the Internet, but actual condition of privacy risks remains fluid. Therefore, measures taken by governments are diversified, such as the strict regulation of EU, industry self-regulation of US. In this article, after providing general view of privacy concerns of BTA, conditions of regulatory structures in U.S. and EU (especially UK) are studied. Finally, some implications for Japan s information policy will be discussed. Key Words: personal data, self-regulation, co-regulation, Behavioral Targeting Advertising 2
3 [2011] 20 EU EU IP ID ID Cookie Behavioral Targeting Advertising BTA BTA BTA 2 BTA BTA ID ID 3
4 [2011] 3 self-regulation EU BTA BTA FTC Federal Trade Commission FTC 1995 Consumer Protection and the Global Information Infrastructure FTC FTC [2009:11] 1997 BBB Better Business Bureau BBBOnLine TRUSTe FTC FTC FTC 5 FTC Act Section 5 4 4
5 [2011] 5 FTC % FTC[1999:8] % FTC Online Profiling Workshop 7 NAI Network Advertising Initiative 2000 NAI NAI BTA 6 FTC NAI (1) NAI 90% 10% (2) (3) FTC[2000:4-10] FTC 2000 IT FTC BTA Tech Age BTA Ehavioral Advertising NAI FTC BTA FTC PII Non-PII Non-PII FTC [2009:20-26] (1) (2) (3) (4) 4 First Party contextual advertising FTC [2009:45-47] 5
6 [2011] FTC NAI NAI [2008] BTA FTC Non-PII 4 GPS NAI [2008:6] NAI 30 NAI FTC NAI IAB Interactive Advertising Bureau 5 7 IAB et al. [2009] NAI NAI publisher NAI BTA FTC BTA % 92% Turow et al.[2009] 2010 Rick Boucher BTA Bobby Rush 8 FTC Exploring Privacy 9 EU 6
7 [2011] EU EU 1995 BTA (3) terminal equipment 11 EU Article 29 WP Article 29 WP [2006] Article 29 WP [2007] IP IP ISP IP Article 29 WP [2008] (3) Article 29 WP BTA Article 29 WP [2010] BTA (1) (2) (3) (4) BTA (5) BTA BTA BTA IAB EU BTA 7
8 [2011] Data Protection Act of 1998 ICO Information Commissioner s Office BTA OFT Office of Fair Trading IAB Internet Advertising Bureau BTA IAB 14 Yahoo! Google Phorm 16 IAB NAI PII Non-PII BTA 3 (1) IAB Online Behavioural Advertising (OBA Board (2) IAB OBA Board OFT ICO OFT BTA OFT [2010] IAB ICO OFT CPRs Consumer Protection from Unfair Trading Regulations 15 BTA CPRs IAB IAB (1) (2) (3)SNS BTA First Party (4) (5)OBA Board OFT 8
9 [2011] [2010:8] OFT ICO Ofcom ICO Code of Practice ICO[2009] ICO[2010] EU co-regulation NGO 16 Ofcom Ofcom[2008] EU 17 [2010] BTA Ofcom OFT/ICO/Ofcom BTA FTC BTA WFA World Federation of Advertisers BTA WFA [2009] NAI 9
10 [2011] WFA IAB EU BTA EU 18 EU 27 EU Roßnagel [2007:11-12] 19 BTA EU BTA FTC (1) (2) FTC/OFT (3)BTA NAI EU EU BTA ICT BTA FTC FTC OFT 21 10
11 [2011] 22 FTC OFT 23 FTC Class Action FTC 10 FTC OFT BTA KDDI 11
12 [2011] Article 29 WP [2006] Opinion 8/2006 on the review of the regulatory Framework for Electronic Communications and Services, with focus on the eprivacy. [2007] Opinion 4/2007 on the concept of personal data. [2008] Opinion 1/2008 on data protection issues related to search engines. [2010] Opinion 2/2010 on online behavioural advertising. Bennett, Colin J. [2008] The Privacy Advocates: resisting the spread of surveillance, MIT press. European Commission [2010] A comprehensive approach on personal data protection in the European Union, COM(2010) 609. European Parliament, Council, and Commission [2003] Interinstitutional Agreement on Better Law-Making, 2003/C 321/01. FCC [2010] National Broadband Plan FTC [1999] Self-Regulation and Privacy Online: A Report to Congress. [2000] Online Profiling: A Report to Congress Part 2 Recommendations. [2009] FTC Staff Report: Self-Regulatory Principles For Online Behavioral Advertising. Hetcher, Steven A. [2000] The FTC as Internet Privacy Norm Entrepreneur, Vanderbilt Law Review, Vol. 53, No. 6, pp IAB et al. [2009] Self-Regulatory Principles for Online Behavioral Advertising. ICO [2009] Privacy Statement Gudeline. [2010] Personal information online - code of practice. NAI [2008] 2008 NAI Principles - The Network Advertising Initiative s Self-Regulatory Code of Conduct. Ofcom [2008] Identifying appropriate regulatory solutions: principles for analysing self- and co-regulation. [2009] The regulation of video on demand services. OFT [2010] Online targeting of advertising and prices. RAND Europe [2009] Review of the European Data Protection Directive. Roßnagel, Alexander [2007] EU COESOFTLAW Turow, Joseph et al. [2007] The Federal Trade Commission and Consumer Privacy in 12
13 [2011] the Coming Decade, I/S: A Journal of Law and Policy for the Information Society, 3:3, pp [2009] Americans Reject Tailored Advertising and Three Activities that Enable It, available at SSRN: WFA [2009] Global Principles for Self-Regulation in Online Behavioral Advertising. [2010] 21 pp [2010] 9 1 pp [2010] 53(6) pp Data Protection Directive (95/46/EC) 2 IP ID DPI Deep Packet Inspection DPI BTA BTA BTA 3 BTA [2010] [2010] FTC [2009:5] Children's Online Privacy Protection Act 6 FTC FTC FTC FTC Hetcher [2000:2053] /11/11 8 New bill renews Internet privacy fight (CNET News, 2010/7/20) /11/11 9 FCC Federal Communication Commission National Broadband Plan FCC [2010:52-55] 10 Directive on privacy and electronic communications (2002/58/EC) Article 29 WP [2010:9] 12 opinion 13
14 [2011] 1313 Directive 2009/136/EC - amending Directive 2002/22/EC, 2002/58/EC and Regulation (EC) No 2006/ Practice Principles for Online Behavioural Advertising /11/11 15 Unfair Commercial Practices Directive (2005/29/EC) 2008 FTC 5 OFT 16 European Parliament, Council, and Commission [2003] Audiovisual Media Service Directive (2007/65/EC) Ofcom [2009] 18 Digital industry set to submit self-regulation plans to the EU (newmediaage, 2010/7/22) article 2010/11/11 19 EU 2009 IATA FEDMA 2 RAND Europe [2009:9] BTA 27 European Commission [2010:12] JIAA DoubleClick BTA Bennett [2008: ] 25 FTC Turow et al. [2007] 14
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