Behavioral Targeting, a European Legal Perspective

Frederik Zuiderveen Borgesius

doi:10.1109/MSP.2013.5

Behavioral Targeting, a European Legal Perspective

Computers and Society 2026-01-16 v1

Authors: Frederik Zuiderveen Borgesius

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Abstract

Behavioral targeting, or online profiling, is a hotly debated topic. Much of the collection of personal information on the Internet is related to behavioral targeting, although research suggests that most people don't want to receive behaviorally targeted advertising. The World Wide Web Consortium is discussing a Do Not Track standard, and regulators worldwide are struggling to come up with answers. This article discusses European law and recent policy developments on behavioral targeting.

Keywords

behavioral targeting online profiling personal information collection Do Not Track European law data protection privacy policy

Cite

@article{arxiv.2601.09712,
  title  = {Behavioral Targeting, a European Legal Perspective},
  author = {Frederik Zuiderveen Borgesius},
  journal= {arXiv preprint arXiv:2601.09712},
  year   = {2026}
}

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