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Regulating Online Behavioural Advertising Through Data Protection Law
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Regulating Online Behavioural Advertising Through Data Protection Law

9781839108297 Edward Elgar Publishing
Jiahong Chen, University of Sheffield, UK
Publication Date: 2021 ISBN: 978 1 83910 829 7 Extent: 232 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.

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Contents
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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
‘One of the key battles in the current fight for values and rights online is between consumers and the adtech industry. This book is an invaluable guide to this evolving battleground as it comprehensively steers the reader through the European law and policy on online behavioural targeting.’
– Lilian Edwards, Newcastle University, UK

‘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
Contents
Contents: PART I THE SET-UP Introduction to Regulating Online Behavioural Advertising Through Data Protection Law 1. The techno-economic landscape of OBA 9 PART II THE STAKES 2. Claims of legitimate interests and societal benefits of OBA 37 3. Individualistic and societal risks of OBA 57 PART III THE LAW 4. Data protection principles governing OBA 5. Lawful grounds legitimizing data uses for OBA 6. ‘Consent + necessity 2.0’: the regulatory blind spots PART IV THE POSSIBILITIES 7. Diversifying the data protection regulatory toolbox Conclusion to Regulating Online Behavioural Advertising Through Data Protection Law Index
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