El uso de datos personales para la publicidad en redes sociales y las opiniones políticas
Autor:
Prettner, Claudia Maria Julia
Fecha:
04/02/2020Palabra clave:
Tipo de Ítem:
bachelorThesisResumen:
En los últimos años no solo operadores comerciales, sino también actores políticos
se sirvieron de las redes sociales para orientar publicidad a los votantes en sus
campañas electorales e hicieron uso de datos personales de los usuarios para dirigir
anuncios altamente personalizados a ellos. Estas prácticas planteaban cuestiones en
lo que concierne el cumplimiento con disposiciones legales sobre protección de
datos. Este trabajo aclara las normas de protección de datos aplicables y los
fundamentos jurídicos disponibles para el tratamiento de datos personales (inclusive
datos llamados «sensibles») con fines de orientación de publicidad personalizada al
usuario. A tal efecto, se analizan varias fuentes jurídicas a nivel europeo así como a
nivel nacional y se ilustra el trabajo con ejemplos prácticos y jurisprudencia reciente.
Descripción:
In recent years, not only commercial operators, but also political actors took
advantage of social networks to target voters in their electoral campaigns and made
use of users' personal data to target highly personalised advertisements to them.
Such practices raised questions regarding their compliance with data protection
provisions. This thesis clarifies the applicable data protection rules and the legal bases
available for the processing of personal data (including so-called "sensitive" data) for
the purpose of targeting personalised advertising to the user. To this end, several
legal sources at European as well as at national level are analysed and the thesis is
illustrated with practical examples and recent jurisprudence.
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