Personal Data and Online Marketing

Abstract

Advertisements following users from one screen to another have become common nowadays. Companies process users’ personal data to target users and create personalized advertisements, the thing that raises concerns about the privacy of personal information. This has triggered the enactment of regulations that cover data protection and processing for advertising and commercial purposes. In this research, we study the GDPR, which is considered the world’s standard regulation of data protection, and similar laws from UK and the US. In addition, we evaluate the current E-Transactions law and Consumer Protection Law in Lebanon. We identify the factors effecting the regulatory activity and the risks imposed by data processing. An approach to Amazon’s activity is studied, and finally we suggest multiple recommendations to ensure the best practice and safety of users.