Regulating targeted and behavioural advertising in digital services: How to ensure users’ informed consent

The study addresses the regulation of targeted and behavioural advertising in the context of digital services. Marketing methods and technologies deployed in behavioural and target advertising are presented. The EU law on consent to the processing of personal data is analysed, in connection with advertising practices. Ways of improving the quality of consent are discussed as well as ways of restricting its scope as a legal basis for the processing of personal data. This study is commissioned by the European Parliament’s Policy Department for Citizens’ Rights and Constitutional Affairs at the request of the JURI Committee.