온라인 서비스업체들의 행태적 마케팅과 소비자보호

US and EU approach toward the protection of personal information varied with several different angles. US traditionally do not have any comprehensive law to apply every single case in general. Instead US courts solved the issues with case-by-case approach. European Union's directives have required their member states to harmonize their national laws to the directive. EU understands that the right to deal with his or her personal information at its sole discretion as a core human right. By doing so, commercialization of personal information has been very strictly scrutinized. Korean Constitutional Court's approach was similar to that of EU's. Digitalization of the Information enhanced the online service providers to know much better about how the real individual demand curve looks like. The shape of that demand curve was called as long tail. US FTC has kept watching on the internet market since 1990's internet bubble period. In 2009 FTC documented and published a report developed from a number of reports studying on the behavioral marketing and online ads. In this report FTC put an emphasis on the applicability of the guideline to the non-Personally Identifiable Information when it could be identified by a reasonable coupling of the other information. Express consent and secure of the transparency and security are the other principles pointed out by that report. EU sees the right to handle personal information as a core human right. Strictly necessary information is to be allowed to be gathered and stored by the online service providers, and the period of storing personal information has to be limited to 6 months at most. Anonymity is another requirement to online service providers. SK Broadband case is a only a beginning. Legislation of a comprehensive law for the protection of personal information is urgent considering future foreseeable expansion of online behavioral advertisement.