Abstract:
This study addresses the questions surrounding the internet and the businesses that run
in the digital markets. It explores how online privacy of individuals is violated from the
process of online targeted advertising. Continuous data collection without acquiring
explicit consent of people is used to target people and this study helps in understanding
the entire process of digital advertising. There is also a focus on how data collection is
evolving and how it is being used apart from advertising. A survey is conducted to
understand Indian citizen’s view on online privacy and data collection. The data is
analysed to provide statistics based on different age groups.
Experts from the different fields like digital marketing, think tanks and tech firms
are consulted for an expert interview that helps in exploring the legal aspects of this
subject. A comparative analysis of laws on data privacy in different countries is also
conducted. Based on the analysis throughout the study, recommendations are provided
with a focus on The Personal Data Protection Bill 2019.
