Személyre szabott hirdetések: az adatvédelem új kihívásai a digitális társadalmunkban
Personalized Advertising: New Challenges for Data Protection in Our Digital Society

Summary/Abstract: An average consumer of digital content starts at an informational disadvantage because they are unaware of how their personal data is used in the recommendation of targeted advertisements. Several relevant questions arise in this context such as: To what extent do advertisements influence users’ decision-making processes? How transparent are the algorithms used for profiling? To what degree do social media platforms utilize consumer data, and does this data handling comply with the relevant legal requirements? Are the data directly provided by consumers, as well as those inferred about them, adequately protected by law? Using both domestic and European Union regulations as a foundation, the aim of this article is to uncover answers to these questions.

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