[论文解读] Improving Privacy Protection in the area of Behavioural Targeting

Frederik Zuiderveen Borgesius|ArXiv.org|Dec 15, 2025

Privacy, Security, and Data Protection被引用 22

一句话总结

一篇博士论文，研究欧盟数据保护法如何加强对在线行为定向中的隐私保护，提出从仅通过同意实现赋权的做法转变为以保护为优先并结合赋权的综合方法。

ABSTRACT

This PhD thesis discusses how European law could improve privacy protection in the area of behavioural targeting. Behavioural targeting, also referred to as online profiling, involves monitoring people's online behaviour, and using the collected information to show people individually targeted advertisements. To protect privacy in the area of behavioural targeting, the EU lawmaker mainly relies on the consent requirement for the use of tracking technologies in the e-Privacy Directive, and on general data protection law. With informed consent requirements, the law aims to empower people to make choices in their best interests. But behavioural studies cast doubt on the effectiveness of the empowerment approach as a privacy protection measure. Many people click "I agree" to any statement that is presented to them. Therefore, to mitigate privacy problems such as chilling effects, this study argues for a combined approach of protecting and empowering the individual. Compared to the current approach, the lawmaker should focus more on protecting people. The PhD thesis is a legal study, but it also incorporates insights from other disciplines, such as computer science, behavioural economics, and media studies. This study is among the first to discuss the implications of behavioural research for European data protection policy. The topic of whether data protection law should apply to pseudonymous data is discussed in depth. The study contains a detailed analysis of the role of informed consent in data protection law, and gives much attention to the tension between protecting and empowering the individual within data protection law.

研究动机与目标

• 评估欧盟电子隐私指令（e-Privacy Directive）和GDPR在行为定向中知情同意的有效性。
• 探讨数据保护法如何在在线画像中更好地保护个人。
• 审查伪匿名数据的作用以及保护与赋权之间的张力。
• 提出一种强调保护并辅以赋权的综合法律方法。

提出的方法

• 对欧盟数据保护与e-Privacy Directive概念的法律分析。
• 融入计算机科学、行为经济学与媒体研究的跨学科综合。

实验结果

研究问题

• RQ1 欧洲数据保护法应如何适用于行为定向和伪匿名数据？
• RQ2 在在线画像的背景下，知情同意在保护隐私中的作用是什么？
• RQ3 法律如何在行为定向领域平衡对个人的保护与赋权？

主要发现

• 基于同意的方法可能不足以赋予用户权力并保护行为定向中的隐私。
• 强调保护并辅以赋权的综合方法可能改善隐私结果。
• 本研究讨论了行为研究对欧洲数据保护政策的影响。
• 本研究有助于理解伪匿名数据在数据保护法下的处理方式。
• 分析突显在数据保护法框架内对个人的保护与赋权之间的张力。