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• W3006584865 abstract "The development of today’s digital world has led to a new marketing paradigm in which traders increasingly use information about consumers to create individually targeted advertisement. The consumer is monitored in both the digital and physical world of commerce. Different types of information about the consumer is collected and by analyzing this various data companies are able to identify potential consumers and target their advertising to the consumer. For example, it is possible to identify a person’s behavioral patterns, interests, weaknesses and prejudices. Furthermore, it is possible to identify if a person is facing a change in life such as a pregnancy, divorce or a move or if a person intends to make a larger purchase. Companies can utilize this knowledge in its advertising by targeting consumers with a certain type of advertisement at a time when the consumer is most receptive to it. The purpose of this paper is to investigate the extent of consumer protection in relation to personalized online advertising based on the rules on aggressive marketing and direct marketing in the Swedish Marketing Act (2008:485) (MFL) and the protection of personal data in the EU General Data Protection Regulation (GDPR). This paper examines consumer protection based on these separate fields of law in order to draw a conclusion about the interaction between the regulations and their impact on the protection in relation to personalized advertising online. This paper concludes both marketing law and data protection law as important instruments that can be used to protect consumers in the digital world. Today’s protection against personalized advertising consists mainly of the fact that the consumer, through GDPR and the rules of direct marketing, usually is able to influence the processing of personal data that is used for personalized advertising and the reception of such advertising. The consumer is also protected against personalized advertising that is unfair through the rules on aggressive marketing in MFL. However, the thesis identifies some ambiguities in the legislation that make it difficult to determine the real scope of consumer protection against personalized advertising online. The thesis states that it is neither necessary nor desirable, if even possible, with a ban on personalized advertising. The thesis recommends a regulation that is based on the consumer’s self-determination, as the current legislation is. The choice to receive personalized advertising and the opportunity for traders to create personalized advertising should, as far as possible, be with the individual. There is, however, uncertainty about if and how today’s rules can be applied on personalized advertising that is designed and distributed through many modern digital marketing channels and methods. Considering the development of the digital economy and the fact that the development has brought new risk for the consumer that may be difficult for the consumer to monitor, it is necessary with a clarification of the current legislation. Additional rules that protects the consumer is also promoted. The thesis proposes a prohibition of analyzes of consumer data that is used to draw conclusions about a consumer’s weaknesses or other information about the individual that is perceived as sensitive or private. Furthermore, rules that prevent traders from using advertising that is highly tailored to the individual are also advocated." @default.
• W3006584865 created "2020-02-24" @default.
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• W3006584865 date "2019-01-01" @default.
• W3006584865 modified "2023-09-27" @default.
• W3006584865 title "Förföljd av reklam? - En utredning om skyddet mot individanpassad onlinereklam" @default.
• W3006584865 hasPublicationYear "2019" @default.
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