Personal Information Protection In The Context Of Precision Marketing

In recent years,with the development of data mining and analysis technology,precision marketing is increasingly popular.Precise advertising and recommendation services can create greater economic benefits,but also increase the risk of personal information leakage.Precision marketing refers to the use of cookie technology to collect users' online behavior information,after analysis and processing,and finally push targeted ads to specific groups through mobile terminals.Personal information in precision marketing is characterized by property attributes,timeliness and diversity.The network behavior information it mainly USES is also indirectly identifiable,which should belong to the protection category of personal information.Personal information infringement in the precision marketing environment exists in various stages such as information collection,information use and information analysis,and its means are more covert.At present,our country in precise marketing personal information facing the reality and the law on the protection of the double trouble,personal information protection legal system imperfect,personal information rights of high cost,difficult proof,loopholes in law enforcement model,law enforcement chain is broken,the lack of influential industry leadership,is a problem which needs to be solved.However,looking at the protection mode of personal information in developed countries,the United States mainly adopts decentralized legislation,emphasizing industry self-discipline and class action system.The eu mainly adopts uniform legislation and proposes strict liability without fault.Japan has adopted the "eurowatch" approach.According to the specific situation of our country,we should adopt the overall idea of combining unified legislation with decentralized legislation,industry self-discipline with legislative protection.To be specific,at the legislative level,first of all,a unified personal information protection law should be formulated to clarify the legislative principles,rights and obligations,so that network users' rights and interests can be protected by law.Secondly,relevant provisions of tort liability law should be improved to adopt the presumption of liability for fault and make up the asymmetric information status between users and platforms as much as possible.At the judicial level,through the rules of class action and inversion of burden of proof,the current situation of difficult litigation and difficult to provide evidence can be solved.In terms of supervision,the first step is to clarify the subject of supervision,formulate a set of regulatory procedures throughout the whole process,and improve regulatory standards.Finally,through industry self-discipline and technological upgrading,the information security of network users is protected from the source.