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Silviani, Ninne Zahara
Univesitas Internasional Batam
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Digital Advertising as a Threat to Consumer Privacy: A Comparative Legal Analysis Nurlaily, Nurlaily; Sudirman, Lu; Bajury, Mimi Sintia Mohd; Disemadi, Hari Sutra; Silviani, Ninne Zahara
QONUN: Jurnal Hukum Islam dan Perundang-undangan Vol 9 No 2 (2025)
Publisher : FASYA Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21093/qj.v9i2.12656

Abstract

The rapid growth of digital advertising as a key component of the digital economy has intensified concerns over the protection of personal data and privacy rights. The primary legal problem addressed in this research is the inability of Indonesia’s current data protection framework to adequately regulate data-driven digital advertising practices and prevent unlawful identification of individuals, particularly when compared to South Korea’s more advanced regulatory regime. This study aims to comparatively analyze the legal frameworks governing personal data and privacy protection in digital advertising in Indonesia and South Korea and to propose a legal development model for Indonesia. This research employs a normative legal research method using a comparative statutory approach, focusing on Indonesia’s Law on Personal Data Protection and South Korea’s Personal Information Protection Act, along with its enforcement regulations. Legal norms are examined through statutory provisions and supported by relevant legal and academic literature. The findings demonstrate substantial regulatory disparities between the two countries. South Korea has established a comprehensive and technologically responsive legal framework, incorporating detailed data classification, recognition of pseudonymized data, strict profiling limitations, and strong institutional enforcement. In contrast, Indonesia’s legal framework remains structurally limited, relies heavily on undelivered implementing regulations, and insufficiently addresses indirect identification and advanced data-processing practices in digital advertising. This study proposes targeted legal reforms for Indonesia, including the integration of pseudonymization, enhanced data classification, criminalization of unlawful identification, and mandatory tracking notifications to strengthen privacy protection in the digital advertising ecosystem.
Co-Authors Abrar, Farhan Rabbani Agustina Agustina Agustini, Shenti Alberta Adeline Marvel Alhakim, Abdurrakhman Amelia Putri Anisah Anisah, Amelia Putri Anweidri Chai Asep Rinaldy Atmaja, Vanessa Riarta Avisa Putri Anggara Babyliany, Vanessa Bajury, Mimi Sintia Mohd Belinda Oktaviani Ceisarina, Indah Tiara CHRISTIANA CHRISTIANA, CHRISTIANA Cindy Tan Daniella Natasha Dedi Jaya Deni Achmad Deni Achmad Disemadi, Hari Sutra Efrintan Debora Sibarani Eko Pratama Sinaga Elvin Valentino Elza Syarief, Elza Erni Erni Febriyani, Emiliya Fennesy Fiorent Lim Ferawati Ferawati Fitri, Winda FL. Yudhi Priyo Amboro, FL. Yudhi Priyo Girsang, Junimart HARTONO, ADI Henry Soelistyo Budi, Henry Soelistyo Hutauruk, Rufinus Hotmaulana Hyun, Park Ji James Gan Jesen Winardo Jeslyn Teo Joel Jordan Tobing Jonathan Jonathan Junimart Girsang Kalita, Manashi Kellie Leslie Kevin Saputra Kristina Dwi Putri Lidia Kando Br Gea Lu Sudirman Mahendra, Adam Maya Shafira Maya Shafira Mega Hardianti Kho Melisa Melisa Mellberg Limanda Muhammad Alfiq Zhian Muhammad Ikhsan Kasturi Muhammad Ikhwanul Amri Nanda Melani Nellsen Purwandi Ninin Ernawati Ninin Ernawati Nipon Sohheng Nurlaily NURLAILY, NURLAILY Park Ji Hyun Park, Jihyun Prakasa, Satria Unggul Wicaksana Putri, Erika Emilia Rahayu, Putri Ratna Kumala Sari Raymond Raymond Rehulina Tarigan Rina Shahriyani Shahrullah Rudolf Haiti Rusdiana, Shelvi Sadiah, Azzhara Halimatus Santoso, Inggrid Rosemary Seela Anwar Sya'adah Sholahuddin Al-Fatih Silvia Yolanda Octavia Situmeang, Ampuan Sri Zanariyah Tampubolon, Theresia Tan, David Tan, Winsherly Tantimin, Tantimin Tianto, Agus Triana Dewi Seroja Vanessa Riarta Atmaja Vivi Willson Willson Windi Afdal, Windi Yenny Permata Liegestu Yustisio Mahendra Ziko Riandi Zuraini Zuraini