Title Page
Contents
ABSTRACT 10
CHAPTER I: INTRODUCTION 12
1.1. Legal issue 17
1.2. Study objectives 20
1.3. Scope and Limitation of Study 21
CHAPTER II: OVERVIEW OF PERSONAL DATA AND ONLINE BEHAVIORAL ADVERTISING 23
2.1. Personal Data 23
2.1.1. Definition and Characteristics of Personal Data 23
2.1.2. History of Personal Data Protection 26
2.1.3. The Current Demand for Personal Data Protection 28
2.1.4. Personal Data Protection as a fundamental right for everyone 29
2.2. Online Behavioral advertising 32
2.2.1. Definition of Online Behavioral Advertising 32
2.2.2. Current operation of Online Behavioral Advertising 35
2.3. The relationship between Personal Data and Online Behavioral Advertising 47
2.3.1. The dependence of Online Behavioral Advertising on Personal Data 47
2.3.2. The potential harm Online Behavioral Advertising may cause to Personal Data Right 49
CHAPTER III: THE PROS AND CONS OF ONLINE BEHAVIORAL ADVERTISING, FACT AND CURRENT LEGAL SYSTEM TO REGULATE PERSONAL DATA RELEASE FROM ONLINE BEHAVIORAL ADVERTISING IN VIETNAM 52
3.1. The pros and cons of Online Behavioral Advertising 52
3.1.1. The risks of Online Behavioral Advertising 52
3.1.2. The benefits of Online Behavioral Advertising 54
3.2. The fact of Online Behavioral Advertising in Vietnam 56
3.3. Current legal system to regulate Personal Data release from Online Behavioral Advertising in Vietnam 61
3.3.1. Constitutional Law and Civil Law 61
3.3.2. E-commerce Law 63
3.3.3. Other relevant laws 66
3.3.4. Conclusion 69
CHAPTER IV: LEGAL MECHANISM TO PROTECT PERSONAL DATA RELEASE FROM BEHAVIORAL ADVERTISING IN DEVELOPED COUNTRIES 71
4.1. EU legal mechanism on Personal Data release from Online Behavioral Advertising 71
4.1.1. Directive 95/46/EC (the Data Protection Directive) 72
4.1.2. Directive 2002/58/EC (the e-Privacy Directive including the reforms implemented by Directive 2009/136/EC) 77
4.1.3. General Data Protection Regulations 81
4.2. US legal mechanism on Personal Data release from Online Behavioral Advertising 86
4.2.1. Overview of Federal Trade Commission reports on Personal Data release from Online Behavioral Advertising 86
4.2.2. The principles of Federal Trade Commission Reports on Personal Data release from Online Behavioral Advertising 95
4.2.3. The Enforcement Actions of Federal Trade Commission on Personal Data release from Online Behavioral Advertising 100
4.3. Comparison between US regulation and EU regulation on Personal Data release from Online Behavioral Advertising 102
4.4. Regulation on Personal Data release from Online Behavioral Advertising in some other countries 105
4.5. Conclusion 106
CHAPTER V: PROPOSALS FOR REGULATING PERSONAL DATA RELEASE FROM ONLINE BEHAVIORAL ADVERTISING IN VIETNAM 108
5.1. Legal proposals for regulating personal data release from online behavioral advertising 108
5.1.1. Requiring notice when collecting customers' data 112
5.1.2. Requiring express and informed consent from the customers 113
5.1.3. Issuing regulations with necessary and pivotal principles 115
5.1.4. Applying rational and reasonable utilization 117
5.1.5. Establishing Dispute settlement body 118
5.1.6. Developing the communication between the customers and Law enforcement agencies 120
5.2. Supplement protective methods for personal data release from online behavioral advertising 121
5.2.1. Self-defense by Internet users themselves 122
5.2.2. Self-regulation by the Internet itself 125
5.2.3. Awareness Mechanism: Media Literacy and Education 128
5.3. Conclusion 129
CHAPTER VI: CONCLUSION 132