[Asia Economy Reporter Seungjin Lee] The Personal Information Protection Commission (PIPC) is establishing improvement measures for the personalized advertising system in collaboration with industry experts.
On the 27th, the PIPC formed the "Joint Task Force for Personalized Advertising System Improvement" and held its first meeting.
This discussion aims to fundamentally improve the existing handling practices of personal information (behavioral information) that is indiscriminately collected and used for online personalized advertising, following sanctions against Google and Meta for violations of personal information protection laws.
Previously, the PIPC issued corrective orders and imposed fines totaling approximately 100 billion KRW on Google and Meta for collecting behavioral information without user consent and utilizing it for online personalized advertising.
At the first meeting, discussions were held to select topics to be addressed by the task force to protect personal information in personalized advertising.
The task force aims to derive directions for system improvements that protect users' privacy and rights by reflecting domestic and international personalized advertising operation methods and overseas trends. It plans to establish improvement measures that ensure choice, safety, transparency, and accountability in personalized advertising.
Lee Jeong-ryeol, Director of the Personal Information Policy Bureau at the PIPC, stated, "Since personalized advertising involves complex interests among advertising platforms, advertisers, and online services, it is an issue that requires thorough discussions with experts from various sectors, including the industry. We will prepare reasonable measures to ensure that personalized advertising is provided transparently and safely while guaranteeing users' free choice by reflecting changes in domestic and international technology and policy environments."
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