Article
Personal Data Processing for Behavioural Targeting: Which Legal Basis?
International Data Privacy Law
(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,
- lex specialis,
- profiling
Disciplines
Publication Date
2015
DOI
https://doi.org/10.1093/idpl/ipv011
Citation Information
Frederik Zuiderveen Borgesius. "Personal Data Processing for Behavioural Targeting: Which Legal Basis?" International Data Privacy Law Vol. 5 Iss. 3 (2015) p. 163 - 176 ISSN: Online: 2044-4001 Print: 2044-3994 Available at: http://works.bepress.com/frederik-zuiderveenborgesius/39/