Do Not Track Initiatives: Regaining the Lost User Control

Irene Kamara, Eleni Kosta, Do Not Track initiatives: regaining the lost user control, International Data Privacy Law, Volume 6, Issue 4, November 2016, Pages 276–290

31 Pages Posted: 23 Oct 2019

See all articles by Irene Kamara

Irene Kamara

Tilburg University - Tilburg Institute for Law, Technology, and Society (TILT); Free University of Brussels (LSTS)

Eleni Kosta

Tilburg University - Tilburg Institute for Law, Technology, and Society (TILT); Tilburg Law School

Date Written: November 1, 2016

Abstract

Online tracking for behavioural advertising purposes facilitates the shift from traditional marketing to web-personalization with ads tailored to Internet users’ preferences and interests. To that end, user profiles are developed based on the information collected via the use of several technologies, including cookies, web-beacons, device- and browser fingerprinting, and others.

The collected information in most cases qualifies as personal data and is therefore subject to data protection legislation. In practice, users are often not aware of the behavioural tracking activity and if they are, they have no control over it. To respond to the lack of awareness, user control, and effective regulatory solutions, the Do Not Track initiative was established in the USA, and also later endorsed by the European Commission. The rationale of Do Not Track is simple: users should be enabled to express whether they wish to be tracked by advertising companies on the Internet and their wish, once expressed, should be respected.

Keywords: Do Not Track, tracking, GDPR, profiling, ePrivacy, cookies, personal data

Suggested Citation

Kamara, Irene and Kosta, Eleni, Do Not Track Initiatives: Regaining the Lost User Control (November 1, 2016). Irene Kamara, Eleni Kosta, Do Not Track initiatives: regaining the lost user control, International Data Privacy Law, Volume 6, Issue 4, November 2016, Pages 276–290, Available at SSRN: https://ssrn.com/abstract=3466822

Irene Kamara (Contact Author)

Tilburg University - Tilburg Institute for Law, Technology, and Society (TILT) ( email )

P.O.Box 90153
Prof. Cobbenhagenlaan 221
Tilburg, 5037 AB
Netherlands

Free University of Brussels (LSTS) ( email )

Pleinlaan 2
Brussels, 1050
Belgium

HOME PAGE: http://www.vub.ac.be/LSTS/

Eleni Kosta

Tilburg University - Tilburg Institute for Law, Technology, and Society (TILT) ( email )

P.O.Box 90153
Prof. Cobbenhagenlaan 221
Tilburg, 5037
Netherlands

Tilburg Law School

Tilburg, 5000 LE
Netherlands

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