论互联网行为导向型广告与美国隐私权保护困境  

Online Behavioral Targeting Ads and American Privacy Protection Predicament

作　　者：柳镭[1] 

机构地区：[1]湖南大学法学院,长沙410082

出　　处：《重庆理工大学学报（社会科学）》2010年第3期82-87,共6页Journal of Chongqing University of Technology（Social Science）

摘　　要：作为一种全新的广告模式,互联网行为导向型营销以其出类拔萃的高效性赢得了愈来愈多网络运营商的青睐。但与此同时,其也引发了公众对自身隐私权的担忧。与欧盟不同,尽管面临多方质疑,美国现行法律体制仍然强调行业自律在这一领域的特殊作用。联邦贸易委员会在这一问题上扮演着举足轻重的角色。从立法规制的角度而言,美国相关立法以单行法为主,主要针对特定领域和特定对象进行规制。随着互联网行为导向型广告模式在实践中被广泛运用,并不断得到发展,该应对机制切实保护民众隐私权利益的实效性正面临严峻考验。As a new advertising tactic, online behavioral targeting becomes increasingly popular among Internet companies. Although practitioners ardently believe in its ability of improving campaign effectiveness, privacy concerns exist. Unlike European Union Laws, the Unite States puts a particular emphasis on industry self-regulation to bolster privacy on Internet. The Federal Trade Commission has been involved in addressing online privacy issues for almost as long as there has been an online marketplace. When it comes to the related legislative rules and regulations, American legislation primarily consists of individual specific laws, its regulation mainly targets specific domain and specific object. As this advertising tactic gets the momentum in utilization and continuously develops, the exigency to overhaul privacy legislation to account for changes in Internet technology is now quite conspicuous Only through prompt and proper adjustment of privacy legislation can populace＇s right of privacy be adequately protected.

关 键 词：美国法律 隐私权 互联网 行为导向型营销 

分 类 号：D971.23[政治法律—法学]