LEGAL ASPECTS OF PROFILING AND TARGETED ADVERTISING IN SOCIAL NETWORKS

This article is devoted to the study of the legal aspects of the use of user profiling technologies and targeted advertising in social networks. In the context of the rapid development of the digital economy and the widespread use of social media platforms, serious legal issues arise concerning the protection of personal data, the right to privacy, and the fairness of advertising practices. The article analyzes key regulatory frameworks, including the General Data Protection Regulation (GDPR), the California Consumer Privacy Act (CCPA), as well as the current legislation of the Republic of Uzbekistan in the field of personal data protection and advertising regulation. It examines the principles of automated data processing, the legal grounds for data collection and its use for advertising purposes, and the mechanisms of platform liability. Special attention is given to the balance between the commercial interests of platform operators and the fundamental rights of users. Based on the findings, proposals are made to improve the legal regulation in this area in the context of Uzbekistan.

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