온라인 맞춤형 광고 활성화를 위한 개인 정보 보호에 대한 법적 고찰: ‘개인 정보’의 개념을 중심으로

This study analysed the legal concept of personal information(PI), which was not differentiated from behavioral information, and established it clearly for invigorating online targeted advertising(OTA), which draw attention in big data era; by selecting Guidelines of Assessment of Data Breach Incident Factors and Guidelines of Measures for No-Identifying Personal Information based on Personal Information Protection Act(PIPA) and Enforcement Decree of the PIPA. As a result, PI was defined as any kind of information relating to ①a living individual(not group, corporate body or things etc.); ②makes possibly identify the individual by his or her identifiers such as name, resident registration number, image, etc. (not included if not identify the individual); and ③including information like attribute values which makes possibly identify any specific individual, if not by itself, but combined with other information which can be actually collected and combined). Specifically, PI includes basic, proper distinguishable, sensitive and other PI. It is suggested that PI concept should be researched continually with digital technology development; the effectiveness of the Guidelines of PI Protection in OTA, the legal principles of PI protection from not only users’ but business operators’ perspectives and the differentiation between PI and behavioral information in OTA should be researched.