온라인맞춤형광고 개인정보보호 가이드라인에 대한 비판적 검토

As a result of innovations in communication technology, online behavioral advertising, which can provide personalized information about the products required by individuals, have been greatly expanded. On the national economy side, online behavioral advertising reduces resource waste through efficient allocation of resources and suppresses the price increase by reducing excessive advertising costs to commodity prices for individual consumers. However, it is necessary to collect and analyze personal information in order for online behavioral advertising to be performed. In this process, the infringement of personal information is becoming a social problem. Accordingly, the Korea Communications Commission (KCC) has created the "Self-Regulatory Guidelines for Protection of Personal Information in Online Behavioral Advertising", and has been in force since July 2017. This study suggests that the guideline has problems in terms of the effectiveness of the regulation, the guideline application side, the rights aspect of the personal information subject, and the guideline to protect the personal information through comparison of relevant laws and systems of EU, USA and Japan. And in this study, it is suggested that the regulations on the protection of personal information should be prepared in online behavioral advertising based on Article 4 of the Act on the Fairness of Labeling and Advertising. And In this paper, we propose a method to clearly identify the responsible responsibility for protecting personal information for each advertising agency, and to identify the device, such as IP address, unique ID of cookie should be included in the protection of personal information, and the opt-out is guaranteed even in the case of customized advertisement that does not have the possibility of identification.