전자상거래법 전부개정안과 개인정보보호

The field where personal information is becoming an issue in the consumer sector is e-commerce, and discussions on this issue are underway in the process of revising the e-commerce law. Specifically, it is about personal information collection in customized advertisements and transactions between individuals. First, customized advertising is a way for business operators to maximize marketing effects. However, since sensitive information of consumers may be exposed, new regulations are being established in bills of government and members of Congress. But the lawmaker's proposal is not valid because it provides a basis for legalizing customized advertisements for business operators, not a way to solve consumer problems arising from customized advertisements. In addition, the government proposal can be said to be relatively suitable for its purpose, but it has limitations in that it does not regulate withdrawal of consent. Second, in transactions between individuals, online platform operators are obligated to collect personal information and provide it in the event of future disputes. However, this contradicts the principle of transaction transparency on online platforms. In other words, an online platform is a marketplace where parties can trade goods, etc. Therefore, in order to prevent parties from misunderstanding the counterparty, the operator is obligated to provide the counterparty's identity information. However, the parties may misunderstand the counterparty, since the amendment does not impose such obligations on operators for peer to peer transactions. This can be said to prevent the problem of misuse of personal information. However, not providing information from the parties to the transaction is inconsistent with the principle of transparency on the online platform. Of course, there is a problem of misuse of personal information, but this is a problem that can be solved through minimal information provision.