U.S. and EU Authorities Review Privacy Threats on Social Networking Sites

Behavioral advertising can be defined as the tracking of a consumer's activities online in order to deliver advertising targeted to the individual consumer's interests. This practice raises privacy concerns, in particular in the context of social networking sites. Behavioral advertising is currently the subject of intense scrutiny both in the United States and in the European Union. The United States and the European Union traditionally take different approaches with regard to the protection of privacy. While the United States prefers a market-driven approach, largely centered on self-regulatory schemes supported by legislation, countries in the European Union generally apply a "top down" approach, with detailed privacy legislation based on the two EU privacy directives.

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