Social Networking Sites Advertising in violation of personal data rights

It takes me a while to figure out what to post on this blog... I mean, in particular something might catch your attention or interest to finish reading it? :)
I was clicking through and browsing in the most famous site now, FACEBOOK,and actually clicked into the displayed advertisement. After a while, i went back to the homepage again, and to my surprise, all the advertisement seems to be close to what I might be interested in. I went 'wow! that's interesting!' .. Guess what, I made some research out of my curiosity, and thought I should just compile everything and share what I ve got here!!

I bet you re one of the facebook user too! maybe this is more interesting than the common law issues? :) It is related to the social networking sites Advertising,in violation of Personal Data Rights!

 In the cyberspace, the social networking sites(SNS) is very popular among the users. Therefore, there is no better site for an online advertisement to be placed. SNS includes the most popular facebook and other networking sites where internet users get connected to their circle of friends through profiling in the website itself for free.

 Since this service is provided for free for the users, these SNS therefore currently earns thru the advertising community.  SNS earns by collecting and selling user’s profile data to advertisers and third party marketers, in anonymous and aggregate form, obtaining consent unobtrusively via the standard site terms and conditions which must be assented to before access is allowed. The information that filled by a user in their profile will be kept by SNS, and then share the data with associated firms or joint venture partners in particular for online advertising. This is somehow controversial as a user is almost ‘forced’ to agree to provide their data/information in order to gain access to the site. While agreed terms upon registration, the SNS reasonably has control over the information given to them. As collecting user’s data itself did not violate the law just yet, a misuse of personal data for inappropriate commercial benefits without the consent of an individual can involve an issue of invasion of consumer informational privacy as a human right. Fears of illegal use of information are more justified because user are not acknowledged for some information about them obtained or if known, is not able to take any legal action if he wants to enjoy the services provided by the SNS. The law then should be amended or legislated to set a limit on information that ISP or site can asked from a user in order for him to gain access.

        Targeted advertising through SNS has now become so prominent today but it can be pro-consumer if it is handled in proper ways. Online advertising has nevertheless provided an online market. Websites and ISPs are benefited through the advertising revenue and so to provide vast amount of exciting content to the users with an easy access and a very low expense. Consumers are also likely to prefer having a relevant advertisement served to them. Therefore, Care must be made to educate people with regards to what privacy is and why privacy is crucial in protecting their own human rights while enjoying these privileges, Whereas the commercial sector need to behave ethically and responsibly, society as a whole need to take more responsibility and care with the way they share their personal data. Self-regulation within the industry is important since the law always run behind the development of technology. Google has developed a few, such as to adopt ‘opt-out’ and will not obtain ‘sensitive personal data’ defined by the regulation. At the same time, Google also offers a browser that blocks cookies delivered by ‘Double-Click’ Ad network to prevent Double Click from tracking user’s web acitivities.Other internet servers and sites should also adapt self-regulatory rules, which should aims to provide consumer’s right to control their own data as to promote better consumer privacy. For all of these to happen it needs the association of legislative protections, educations to the people, and the commercial marketing which works in way of pro-consumer mechanism.

As a writer, I hope you guys do enjoy my blogpost regarding on my research! :)

Raychelle CM Tan.