Stefan Mileschin

Illegally profiling users

The UK’s data protection regulator has warned that the online behavioural advertising industry is illegally profiling internet users.

The Information Commissioner’s Office (ICO) said it had significant concerns about the programmatic advertising process known as real-time bidding (RTB), which makes up a large chunk of online advertising.

It said that systematic profiling of web users via invasive tracking technologies such as cookies is in breach of the UK and pan-EU privacy laws.

“The adtech industry appears immature in its understanding of data protection requirements. While the automated delivery of ad impressions is here to stay, we have general, systemic concerns around the level of compliance of RTB.”

The UK watchdog has not yet issued a formal legal decision against RTB. But it is warning that it will take action if something does not change soon.

The watchdog is said that non-special category data processing was illegal at the point of collection due to the mistaken perception that legitimate interests can be used for placing or reading a cookie or other technology, The law says you have to obtain consent.

Special category data processing was taking place unlawfully as explicit consent is not being collected and no other condition applies. In general, processing such data requires more protection as it brings an increased potential for harm to individuals.

Sensitive personal data - such as political views, health information, sexual orientation) was being processed by the behavioural advertising industry. Under UK and EU law, handling this sort of information requires a higher standard of explicit consent, given there are much greater risks of harms were it to be misused or go astray.

https://fudzilla.com/news/48928-onli...out-of-control