| Abstract [eng] |
Problematic Aspects of Collecting and Processing Personal Data in Cyberspace A person almost always leaves some traces while using internet. According to European Union law, in case such data identifies or can potentially identify a person, it is assigned to a legal category of personal information. The collection and usage of mentioned personal data in online advertising has become an integral part of an internet-driven society. Behavioural advertising is the main type of online advertising which is based on collecting and processing of personal data. On the one hand, this type of advertising allows marketers to reach a more receptive audience and sell more products or services. However, behavioural advertising is often performed without principles of transparency, fairness for specified purposes and legitimate basis laid down by law. That generates in the minds of the persons concerned the feeling that their private lives are the subject of constant surveillance. The aim of this Master thesis is to reveal the most important problematic aspects in terms of internet privacy related to behavioural advertising. For this reason, firstly the conception of personal data and data processing in cyberspace is analysed. Then, the focus is put on currently applicable law relating processing and collecting of personal data as well as new rules of EU Data Protection Reform. The performed analysis is used to examine technical means of personal data collection and usage in online advertising, also to identify the scope of responsibility of data protection that should be assigned to data subjects, supervisory authorities and business representatives. Furthermore, the Master thesis, among other things, reveals one of the biggest defects in personal data protection related to online advertising – the deficiency of appropriate implementation which is also caused by inability of responsible institutions to ensure effective supervision and control. Finally, suggestions for improvement of the situation are presented. |
