£
Regulating Online Behavioural Advertising Through Data Protection Law

Hardback

Regulating Online Behavioural Advertising Through Data Protection Law

9781839108297 Edward Elgar Publishing
Jiahong Chen, University of Nottingham, UK
Publication Date: May 2021 ISBN: 978 1 83910 829 7 Extent: c 224 pp
This insightful book provides a timely review of the potential threats of advertising technologies, or adtech. It highlights the need to protect internet users not only from privacy risks, but also as consumers and citizens online dealing with a highly complex technological setting.

Copyright & permissions

Recommend to librarian

Your Details

Privacy Policy

Librarian Details

Download leaflet

Print page

More Information
Critical Acclaim
More Information
This insightful book provides a timely review of the potential threats of advertising technologies, or adtech. It highlights the need to protect internet users not only from privacy risks, but also as consumers and citizens online dealing with a highly complex technological setting.

Jiahong Chen illustrates a concise overview of the technical, economic and legal aspects of adtech together with coverage of other important areas. These include: the ongoing debates around online advertising and data protection, an up-to-date analysis of the application of the GDPR, and insights into both the practices and theories of the regulation of data protection law. The book provides a clear picture of what is truly at stake with online advertising practices, concluding with a critical assessment of the current regime and a proposed approach to reform data protection laws.

This book will provide essential reading for researchers and law students requiring an overview of the legal framework and current practices, alongside legal practitioners and policymakers evaluating the benefits and risks of data-driven technologies.
Critical Acclaim
‘This book addresses the future of data protection regulation in one of its most challenging digital environments – online behavioural advertising or Adtech. Thoroughly knowledgeable in AdTech’s shifting complexities, Chen probes the weaknesses of the GDPR “consent + necessity 2.0” model and argues convincingly for a more effective approach. Side-stepping data protection’s personal autonomy versus paternalism impasse, Regulating Online Behavioural Advertising Through Data Protection Law makes a valuable case for an alternative permissive and prohibited list based regulatory model.’
– Perry Keller, King's College, London, UK

‘A must read for anyone interested in Online Behavioural Advertising. Chen manages to shed light on the adequate protection of autonomous, economic and political interests against the intensive use of personal data by the OBA industry.’
– Eleni Kosta, Tilburg University, the Netherlands

This title is available for institutional purchase via Elgaronline.

View sample chapter

My Cart