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Implication Of Personalized Advertising On Personal Data: A Legal Analysis Of The Eu General Data Protection Regulation, Noor Ashikin Basarudin, Ridwan Adetunji Raji
Implication Of Personalized Advertising On Personal Data: A Legal Analysis Of The Eu General Data Protection Regulation, Noor Ashikin Basarudin, Ridwan Adetunji Raji
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The accelerating emergence of personalised advertising is mostly driven by data. Accordingly, algorithmic profiling has become a constant experience for every online user in predicting preference and interest. The profiling process raises several issues of human privacy and personal data invasion. Therefore, this study adopts the doctrinal legal method through the analysis of International Instruments and the European Union General Data Protection Regulation as legal avenue to safeguard and protect online activities of the data subjects. The findings of this paper discuss the main principles to be observed by the data controller in ensuring the legality of personal data profiling. …