The Personal Information Protection Commission announced a new policy on January 31 aimed at strengthening the protection level for personal information used in customized advertising. (Image courtesy of Yonhap)
SEOUL, Feb. 1 (Korea Bizwire) – The Personal Information Protection Commission announced a new policy on January 31 aimed at strengthening the protection level for personal information used in customized advertising, while also clarifying the responsibilities of advertisers.
Customized advertising, which tailors ads based on users’ online behavior, offers the advantage of showing ads relevant to users’ interests. However, it poses risks such as processing information to a level where individuals can be identified without their consent and potentially inferring sensitive information like beliefs or political views.
The commission’s policy addresses these concerns by empowering users with more control over their information while ensuring that businesses can process behavioral data legally and transparently.
Notably, the policy distinguishes between advertising operators, who collect and use behavioral information to send targeted ads, and media advertising operators, who provide space for displaying such ads.
One key aspect of the policy allows advertising operators to process behavioral information without user consent, provided it does not lead to the identification of specific individuals. They must, however, ensure that the processing does not risk identifying individuals, maintain transparency, provide control to users after the fact, and implement recommended safety measures.
Media advertising operators are encouraged to make the processing of behavioral information transparent to users, ensuring they can effectively understand how their data is used.
One key aspect of the policy allows advertising operators to process behavioral information without user consent, provided it does not lead to the identification of specific individuals. (Image courtesy of Yonhap)
The policy also applies the same standards to media advertising operators when they process behavioral information for their own customized advertising purposes.
Furthermore, the policy advises that media advertising operators’ Chief Privacy Officers (CPOs) regularly monitor and inspect the collection tools for behavioral information.
Special attention is given to protecting children under 14, with a recommendation that businesses seeking to provide customized ads based on children’s behavioral information combined with personal identification information must obtain prior consent from legal guardians. Even if the children are not identifiable, businesses primarily serving children are advised against collecting and using behavioral information for customized advertising.
The commission plans to conduct a survey in the first half of the year to understand the market situation and the specifics of behavioral information processing. It will also check whether advertising operators and media advertising operators properly disclose the collection and use of behavioral information in their privacy policies.
A “Public-Private Consultative Body for Online Behavioral Information Protection” will be established in the first quarter of the year, and revised guidelines for customized advertising are expected to be announced by the end of the year.
Yang Cheong-sam, the Director-General of Personal Information Policy at the Personal Information Protection Commission, stated that the policy aims to enhance the legality and transparency of behavioral information processing based on the principle of protecting individuals’ rights.
M. H. Lee (mhlee@koreabizwire.com)
