The online advertising has mushroomed in a fast pace in this age of the Internet as well as vigorous globalization and cooperation, it is no longer the matter of spreading the product characteristics or features bit it is now desiring to understand the behavior of the costumers and even alter their purchasing behaviors, so that the advertising companies can provide the guide of shopping more individually and significantly.
One of the advanced tools of online advertising is named Online Behavioral Advertising; some people praise it because it saves their time and money for the advertising industry. Online Behavioral Advertising is known to profoundly instruct and turn the function of the advertising industry into a more effective track. On the other hand, however, a ton of privacy advocates assume that Online Behavioral Advertising poses invisible threat and harmful potential to personal information and privacy rights of the customers.
Today, United Kingdom and the United States do have their pioneer legal system to regulate Online Behavioral Advertising, it is the helpful guidelines for all other countries to establish their own legal mechanism on manipulating and preventing Online Behavioral Advertising from invading privacy rights.
I exert myself to understand both the merits and demerits of Online Behavioral Advertising as well as the legal system for it, which may strike the balance between the benefits of both the advertising companies and the costumers. Additionally, I also emphasize on principle guidelines and proposals for Vietnamese legal system on Online Behavioral Advertising.