| Online behavior advertising is a new model of personalized advertising for advertising audiences.However,its excellent performance is achieved by infringing on the rights and interests of users.The "Zhu Ye case" in 2015 officially pushed online targeted advertising to from the perspective of the public,more and more people realize that this new technology must be timely and effectively controlled and guided to protect users’ rights and interests.Through research and analysis on the phenomenon of infringement with analyzes and discusses,this paper presents three theoretical issues that exist at present: first,the low degree of recognition of online behavior advertising,which prevents the public from distinguishing;second,the different operation links of online behavior advertising involve different participants,the relationship with the law is a key issue in analyzing the protection of user rights and interests,and must be sorted out;third,there is a gap in position between the advertising platform and the user.In addition,the existing problems in China’s legal regulations must also be resolved: first,the current laws have failed to keep up with the development of science and technology,resulting in a serious lag;second,the current state of self-regulation in the advertising industry is too biased towards advertisers,which is not conducive to user rights Protection;third,our advertising review system is also lagging behind the speed of advertising development,resulting in a lack of supervision.By discussing the above issues separately,this article has formed a unique user rights protection theory and perspective,summed up and summarized the scientific legal regulation improvement measures.According to the previous analysis and research,at the end of the article,we make recommendations on theoretical and practical issues,in order to guide online targeted advertising to play a positive role,improve users’ online service experience,and promote orderly and efficient business activities. |
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