Examining The Effect Of Targeted Advertisement On People Through Social Media And The Role Of Law Enforcement

Apar Anand, School of Law, Christ (Deemed to be) University, Bengaluru

ABSTRACT:

The proliferation of targeted advertising on social media platforms has given rise to a critical and multifaceted issue that warrants rigorous examination. This research delves into the interplay between targeted advertising on social media and its consequences for individuals, while also scrutinizing the pivotal role of law enforcement and regulation in this dynamic landscape. Targeted advertising, a practice facilitated by the collection and analysis of user data, has become a cornerstone of modern digital marketing. However, its effects on individuals extend beyond the success of advertising campaigns. Empirical findings suggest that personalized ads significantly influence user behavior, altering purchasing decisions, online engagement, and even self-perception. This psychological impact merits comprehensive exploration, as it intertwines with issues of privacy, autonomy, and ethics. This research places particular emphasis on the critical nexus of law enforcement and targeted advertising. In the digital age, a complex web of laws and regulations has emerged to safeguard user privacy and data protection. Law enforcement agencies play a central role in upholding these legal frameworks and ensuring that companies adhere to data privacy regulations. The study investigates the legal landscape, including prominent regulations like section 66E, 43A, and 69 of the Information and Technology Act, 2000. The state made agencies like Advertising Standards Council of India (ASCI), The Personal Data Protection Bill and the Reserve Bank of India in matters relating to fake financial advertising on social media platforms. Furthermore, the research contemplates the ethical dimensions of targeted advertising and its intersection with law enforcement. Balancing personalization with individual privacy and consent poses a substantial challenge. The study highlights the need for a nuanced approach that respects users' rights while enabling legitimate business practices. The findings offer guidance for policymakers, businesses, and the public in navigating the evolving landscape of advertising, privacy, and digital law enforcement. As targeted advertising continues to evolve, the need for comprehensive making of new legislations and amendments in IT act, 2000 is required to be done.

Keywords: Proliferation, scrutinizing, personalization