精准广告投放与个人信息保护研究

Legal Study on Precision Advertising and the Protection of Personal Data

摘要: 大数据与算法推荐技术突破了时间与空间的重岩叠嶂，也促进了精准广告投放的出现，网络服务提供者与用户对个人信息的博弈也随之产生。本文通过界定精准广告投放行为的性质，剖析其表层“精准”下的底层逻辑，随后基于规范性分析及利益平衡视角论证精准投放行为的正当性与否。在对个人信息知情权与决定权以及信息控制权的检验中，提出司法实践中应完善“告知–同意”制度及能少够用与必要原则的完善路径。规范行业自律、细化立法规制、治理互联网广告，方能激励用户、网络服务提供者、广告主三者的多元共治，实现数字法治。

Abstract: Big data and algorithmic recommendation technologies have broken through the barriers of time and space, giving rise to precision advertising. This has consequently triggered a dynamic interplay between network service providers and users over personal information. This study begins by defining the legal nature of precision advertising practices, then delves into the underlying logic beneath its surface-level “precision”. Subsequently, it evaluates the legitimacy of such practices through normative analysis and a balancing-of-interests perspective. By examining the right to informed consent, the right to data self-determination, and the right to information control, this paper proposes judicial refinements to the “notice-and-consent” framework, advocating stricter adherence to the principles of data minimization and necessity. To achieve digital governance under the rule of law, the study recommends: Strengthening industry self-regulation, Refining legislative oversight, and Enhancing internet advertising governance. These measures aim to foster multi-stakeholder co-governance among users, network service providers, and advertisers, balancing innovation with personal data protection.