Personal information that 'Google and Meta' broke… Requires for the range of collection by platform

It was pointed out that the platform needed detailed management and supervision of collecting and using 'behavior information' in order to prevent the user's demand for more than necessary personal information. Behavior information includes user's website and app visits and usage history, purchasing and search history.

The National Assembly Legislative Investigation Division insisted on the 30th in a report on the protection of behavioral information in online customized advertising.

The behavior of platform companies indiscriminately collecting user behavior information for customized advertising business is being captured.

In July, Meta, which operates SNS Facebook and Instagram, tried to revise the Terms of Use of the domestic service and withdrew from criticism that there was a violation of the Personal Information Protection Act.

The Personal Information Protection Committee also imposed a penalty of W69.2bn and W30.8bn on Google and Meta last month. It was a problem that it did not clearly inform the collecting behavior information and did not receive the consent properly.

Overseas authorities are also concerned about unfair personal information collection behavior of platforms. In 2019, France imposed a penalty of 50 million euros (about 64.2 billion won), judging that Google violated the European Union General Personal Information Protection Act (GDPR) because it did not properly agree to use customized advertising. In the same year, Germany also banned Instagram to collect and combine user behavior information. In Belgium, in February, the process of customized advertising solutions was ambiguous, saying that the process of consent from the user was ambiguous.

The Legislative Investigation Division believes that as a countermeasure, the platform should prevent the use of the service if the user does not agree to collect the behavior information so that the platform will comply with the minimum collection of personal information. To this end, the company proposed to check whether the platform collects only the necessary information and to minimize the personal information that collects and collects the type of service.

Microsoft He also pointed out that separate protection measures for behavior information were needed. In connection with other personal information, the risk of exposure and infringement will increase.

For example, the EU has a separate privacy regulation on the behavior-based tracking technology 'Cookie', and the California Consumer Privacy Act also states that cookies are specified as a type of unique identifier or unique individual identifier.

In Japan, the revised Personal Information Protection Act, which was implemented in April, introduced the concept of 'personal information', which includes behavior information, and shall be combined with other information to identify the information subject in advance. It was defined.

In Korea, the Korea Communications Commission is presenting compliance when processing behavior information as a 'online customized advertising personal information protection guideline' in 2017. However, it does not subdivide the type of behavior information, the area and method of use. The Legislative Investigation Service argued that the behavior information regulatory system should be enacted by reviewing the need for protection according to the type of behavior information, the area of use and the method of use.

Many users have collected vast behavior information and said that separate regulations are needed for big tech platform companies that are likely to infringe on personal information.


The EU prohibits the use of personal information collected by core platform companies for customized advertisements, combining personal information collected by other means of personal information collected by other means of personal information collected by core platform companies, or crossing with other services. If there is a separate consent of the user clear, explicit and information, the exception is possible, but the minor is strictly prohibited.

The 'Digital Service Act', which remains only the final stage of legislation, requires that the super-large online platform service provider will store and disclose the main parameters used for advertisements, customized advertisements, and customized advertisements when advertising on the online interface.

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