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運動消費行為的個人資料保護議題

The Issues of Personal Information Protection on Sport Consumer Behavior

摘要


近年來,我國個人資料保護法(以下簡稱個資法),經過多次的修正,不僅擴大了非公務機關的適用範圍,也將一般個人資料與特種資料範圍加以修正,並將刑事責任限縮為意圖犯。當前運動市場為因應科技趨勢,多數業者將服務與智慧型行動裝置、電子商務及行動商務結合,乃為目前數位時代的趨勢。運動消費行為所涉及之個人資料(以下簡稱個資)有身體狀態與生理參數等,再者,穿戴型運動裝置與巨量資料(或稱大數據)結合,將結果與建議回饋給運動消費者,則涉及去識別化之保護議題。此外,運動服務業發生諸多個資保護相關事故,如:個人資料遭竊、穿戴型運動裝置技術問題及內部人員人為疏失導致個資外洩事件。然而,目前我國鮮有關於運動消費行為個資外洩風險與保護之相關研究,因此本文以國內相關研究、司法實務見解與現行相關法規為立論基礎,探討運動消費行為中個資的外洩風險與現行個資法下運動服務業的保護義務。本文研究發現運動消費者端,因科技使用技術的必然過程,個人也須承擔相當高之隱私外洩風險;運動服務業則有內部風險與外部風險,且去識別化亦有再識別技術的影響,形成個資保護的難題。運動消費行為所產生之個資,因未涉及醫療行為與診療目的,應依個資法第19條、第20條加以蒐集、處理與利用,違反相關規定者,則有刑事責任、行政責任與民事責任,民事責任則採舉證責任倒置之「推定過失」責任。另外,運動消費行為中,可能涉及身體狀況或生理參數等個人資料,現行法中針對運動消費行為之人格權及隱私權保護稍嫌不足,應修正之。

並列摘要


In recently, the Personal Information Protection Act (hereinafter "PIPA") have been amended several times in Taiwan, we redefined the terms of PIPA, includes non-government agency and special personal information. The current trend of sports marketing is towards combining services with mobile commerce and big data. There are issues of personal information protection and non-identification of a specific person. A staff of sports center made consumer's personal information leaked out by accident in Taiwan. Furthermore, we had some technical problems of de-identification and data leak prevention of wearable devices. In this text, we will discuss the risk of data leak of sport consumer behaviors and the obligation of sports activities to safeguard personality right and privacy of consumers under PIPA. We find the consumers undertake the high risk of data leak because of digital footprint and bundled consent, and the sports activities have the risk of internal control and audit, risk of threat protection, and an arduous problem about protection against de-identification. Sports activities should set security measures to prevent threat. Besides, we find the personal information of physical conditions and physiological parameters cannot really protect under the article 19 and 20 of PIPA.

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