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Behavioral targeting & European law
W3C Workshop: Do Not Track and Beyond Berkeley 26-27 November 2012
Frederik Borgesius Institute for Information Law, University of Amsterdam
New York University
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Contents
1. Consent for tracking technologies
2. Data protection law and behavioral targeting
3. W3C?
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1. Consent tracking technologies
Consent for storing and reading information in device.
Exceptions: necessary for communication / requested service.
Art 5.3 e-Privacy Directive
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Contents
1. Consent for tracking technologies
2. Data protection law and behavioral targeting
3. W3C?
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2. Right to Data Protection Charter of Fundamental Rights EU
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2. EU data protection law & behavioral targeting
Data protection law generally applies to nameless profiles for behavioral targeting.
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‘Personal data’ in EU
Any information relating to an identified or identifiable person.
Art. 2(a) Data Protection Directive
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Personal data
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Personal data
W3C Team, © R. Ishida 2008
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Court of Justice EU
IP addresses: personal data
(case concerned ISP)
CJEU, Scarlet/Sabam, 24 Nov 2011
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EU Data Protection Authorities
Nameless profiles for behavioral targeting: personal data.
Can be used to ‘single out’ a person.
WP29, behavioural advertising opinion 2010
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EU Personal data
EU Personal data
Personally identifiable information ‘PII’
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Data protection law: Fair information principles (FIPs)
- Consent (or other legitimate basis)
- Transparency - Right to access data - Data minimization - Security - ...
Overview FIPs: Gellman, ‘FIPs: a basic history’
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Contents
1. Consent for tracking technologies
2. Data protection law and behavioral targeting
3. W3C?
15
W3C & Fair information principles (FIPs)?
- Consent (or other legitimate basis)
- Transparency - Right to access data - Data minimization - Security - ...
Overview FIPs: Gellman, ‘FIPs: a basic history’
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Contents
1. Consent for tracking technologies
2. Data protection law and behavioral targeting
3. W3C?
Thank you!
Frederik Borgesius
@FBorgesius