Card Information and Website Activity
Personal Data Extracted Without Consent
Personal Information Protection Commission Conducts Reality Check
[Asia Economy Reporter Seungjin Lee] Meta recently forced the collection of personal information for personalized advertising but faced backlash and backed down. However, global platform operators such as Meta and Google collect most users' personal information not only for advertising purposes but also for other uses, raising concerns that this exceeds the 'minimum level' stipulated by current laws.
Personal Information 'Stripped'
According to Meta, which operates Facebook and Instagram, on the 2nd, Meta collects a wide range of personal information from users' basic profile information to credit card details and activity information on third-party websites. According to Meta's 'Privacy Policy,' Meta collects and utilizes most of the information about users' activities within Facebook and Instagram. It is also stated that activities on third-party websites and applications (apps) unrelated to Meta are collected. For example, if a user searches for and purchases an item on a shopping mall, ads linked to that purchase history may be displayed on Facebook or Instagram. Even when using Meta-related services without logging into an account, usage information is collected.
In the case of Meta's personalized advertising service, users can choose to consent. However, personal information is collected even if they do not consent. The only difference is that the information does not go to advertisers for personalized ads. The problem is that if users do not go through several steps to enter the personalized ad settings and directly withdraw consent, personalized ads are still provided based on that information. Meta currently does not specify the consequences of refusing the extensive personal information collection. It indirectly indicates that the information is not essential.
Not Just Meta's Problem
Extensive collection of users' personal information also occurs at the mega platform Google. Like Meta, Google provides personalized ads through the 'Ad Personalization' setting. Google also provides users' personal information to its partners for personalized advertising by default unless the user goes through several steps to disable the setting. Google states that even if users do not consent to personalized ads, ads may be set based on information such as location or the content of websites visited.
Google collects a considerable amount of information as users encounter its services widely, including search services, YouTube, and the Android operating system (OS). Google collects users' search activities, watched videos, and activities on third-party sites and apps. When using Google services to make calls or send messages, Google collects not only phone numbers but also call and message timestamps and call durations. Essentially, it monitors users' every move.
Ironically, Google's extensive personal information collection began under the guise of 'privacy protection.' Earlier this year, Google announced the introduction of a Privacy Sandbox in the Android OS. Android has an 'Advertising ID' containing data such as users' activity history, which marketing companies have purchased from Google to deliver personalized ads to individual users.
However, Google claims it will protect personal information by preventing the sharing of this Advertising ID with third parties and managing all personal information itself. To this end, Google has also announced that it will phase out support for third-party cookies in its web browser 'Chrome' starting at the end of this year.
Personal Information Protection Commission "Inspecting Personalized Advertising Practices"
The extensive personal information collection by platforms such as Meta and Google is highly likely to violate the current Personal Information Protection Act (PIPA). The current PIPA stipulates the principle of minimum collection under Article 15, Paragraph 1, and Article 39-3. Accordingly, the Personal Information Protection Commission (PIPC) is reviewing whether the current personal information collection is illegal, separate from the Meta controversy.
The PIPC stated, "Since February 2021, we have been inspecting the collection of behavioral information and the use of personalized advertising by major online advertising platforms, and the recent changes in Meta's consent method are also included in the investigation." It added, "We are focusing on reviewing whether the personal information collected by Meta is essential for providing the service," and "If violations of the Protection Act are confirmed as a result of the investigation, we will actively take measures to ensure that users' personal information is not infringed."
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