Personal Data Processing for Behavioural Targeting: Which Legal Basis?

Dr. Frederik Zuiderveen Borgesius, 'Personal Data Processing for Behavioural Targeting: Which Legal Basis?’, International Data Privacy Law (2015) doi: 10.1093/idpl/ipv011

32 Pages Posted: 27 Nov 2015  

Frederik Zuiderveen Borgesius

University of Amsterdam - IViR Institute for Information Law (IViR)

Date Written: November 26, 2015

Abstract

• The European Union Charter of Fundamental Rights only allows personal data processing if a data controller has a legal basis for the processing.
• This paper argues that in most circumstances the only available legal basis for the processing of personal data for behavioural targeting is the data subject’s unambiguous consent.
• Furthermore, the paper argues that the cookie consent requirement from the e-Privacy Directive does not provide a legal basis for the processing of personal data.
• Therefore: even if companies could use an opt-out system to comply with the e-Privacy Directive’s consent requirement for using a tracking cookie, they would generally have to obtain the data subject’s unambiguous consent if they process personal data for behavioural targeting.

Keywords: Behavioural advertising, cookie, consent, e-Privacy Directive, Data Protection Directive, lex specialis, profiling, Charter of Fundamental Rights of the European Union, tracking

JEL Classification: K12, K00, D10, D11, D20, D30, D40, D60, D70, L00, L11, L20, L51

Suggested Citation

Zuiderveen Borgesius, Frederik, Personal Data Processing for Behavioural Targeting: Which Legal Basis? (November 26, 2015). Dr. Frederik Zuiderveen Borgesius, 'Personal Data Processing for Behavioural Targeting: Which Legal Basis?’, International Data Privacy Law (2015) doi: 10.1093/idpl/ipv011. Available at SSRN: https://ssrn.com/abstract=2662008

Frederik Zuiderveen Borgesius (Contact Author)

University of Amsterdam - IViR Institute for Information Law (IViR) ( email )

Amsterdam
Netherlands

HOME PAGE: http://www.ivir.nl/employee/zuiderveen-borgesius/

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