Přehled o publikaci

Behavioural advertising, in particular advertising that is personalised on the basis of the collection and analysis of the data of a user browsing a website, is increasingly subject to legal supervision and regulatory measures. This paper examines the penetration of behavioural advertising and commercial contract law, particularly in relation to abusive arrangements. Key issues include transparency, informed consent, protection of personal data and fair contract terms. The paper examines the role of legislation in regulating behavioural advertising. It also provides an overview of the significant case law of the Court of Justice of the European Union and highlights the implications of these judgments for the practice in the sector and their applicability in future disputes. It also examines the impact of these legal frameworks on the rights and obligations of traders and consumers to prevent and avoid unfair practices. Examination of the issues raised enables businesses (companies) to use data for targeted advertising, while highlighting the importance of fair and transparent contractual terms to protect consumers' interests. The paper emphasises the need for continuous evaluation and adaptation of regulation to respond to the challenges that behavioural advertising in the digital world presents.