- 學位論文
從歐盟及英國電子隱私法制論網路追蹤式廣告之隱私保護
Online Behavioural Advertising and Privacy Protection- Focusing on the E.U. and U.K. law of Electronic Communications Privacy.
摘要
現今網際網路的普及化，再加上網路對於現代社會之不可或缺，我們可以多元利用網際網路，不論是繳費、購買商品、查詢資料、使用社交網站，甚或利用雲端儲存資料、文書處理等，在現代均能夠經由簡便的方式透過網路而輕易取得。這些由網路所提供的行為便民且利民，更使得網路平台萌發巨大商機。此外，使用者在網路中的資訊日益漸多，更是成為網路業者得以獲利的重要一環。這些網路行為不外乎需要使用網路瀏覽器，而為增進網路瀏覽器使用順暢而發展出來的Cookie或類似技術，卻演變為網路商業廣告蒐集個人資料的利器，並成為可能侵害隱私的一大隱憂。 在蒐集網路資訊的最大隱私侵害方面，為網路追蹤式廣告。假若將這些網路資訊，利用在網路廣告上，優點是可以增加廣告效益，缺點卻是使用者資訊隱私權之侵害。故為令使用者在使用網際網路所產生之資訊亦能獲得保障，首先，本文主要介紹利用Cookie之追蹤式廣告，進而整理分析2009年歐盟議會修正之歐盟電子個人隱私指令(2002/58/EC)及英國相關規定，並討論英國在實際執行之困難與解決辦法。 其次，因商業行為不應過度抑制其發展，然亦不應過度放任，故而歐盟及英國之廣告行業之自律規範，作其第一線解決機制。並在歐盟及英國主管機關對其自律規範之建議下，更加深自律規範之合規性及有效執行，冀能提供予我國廣告行業以作為其採取自律機制之借鏡。再者，在我國個人資料保護法修法後，試討論「經告知同意」及「個人資料」之界定範圍，進而提出在追蹤式廣告可能規制之淺見。最後，希望能夠藉本論文對國外法制之介紹，提供我國在追蹤式廣告侵害個人資訊隱私權之探討研究。
並列摘要
Internet has been a common and necessary online tool in this modern society for everyone to use for many purposes, such as paying bills, shopping, looking up information, utilizing social network, or even saving information in the cloud-based platform and managing documents etc. Everything is easy to access by just a click away on the internet. Internet has facilitated a lot of things and benefited people as to grow numberless business opportunities. Moreover, users can obtain more information on the internet, which is possible for those internet businesses to make money. All those internet behaviours require a browser to reach information, and thus cookie-alike technology is developed for this need. This technology has become a means for online advertisers to gather personal information and might present a concern on the privacy infringement issues. Something gathers our personal information and may infringe our privacy is "online behavioural advertising (OBA)". If we allow online advertising, it might attract more business, but it also has a potential to invade our personal privacy. Therefore, we must make sure users’ privacy can be secured when we browse on the internet. First of all, this essay gives introduction to OBA using cookie. Second, E-Privacy Directive (2002/58/EC) of the E.U. and legal rules alike in the UK are major parts presented in the thesis. Furthermore, business behaviours should neither be over-oppressed nor over-promoted, this is why the EU and the UK have set up self regulation to manage online advertising business as a frontline solution. Under the guidance of the EU and the UK authorities, the self regulation system has better legal compliance and has been effective - a good example for Taiwan. After Taiwan revised Personal Data Protection Act, some issues like the definition on the extent of "Informed consent" and "Personal Information" can be discussed. Legal rules and suggestions for OBA are proposed in this essay.