By analyzing only the ten most popular sites in France, UFC-Que Choisir discovered that users’ personal data was shared more than 4,000 times with more than 1,000 different organizations. A revelation that comes in a context where personal data protection and ad targeting have become hot topics in Europe.
Large collection of personal data
Consumer profiling, a central aspect of this study, highlights the sophisticated methods companies use for advertising to target users. Unique personality traits from customer preferences to more sensitive topics such as health problems or political orientationare collected to create a detailed profile.
The formidable challenge posed by this study is also highlighted Deletion of personal data once collected. UFC-Que Choisir highlights the complexity and often impossibility for consumers to erase their information. This difficulty is compounded by the lack of transparency from companies regarding the use of data collected.
Following a yatra conducted by the association to ten popular websites Data collection by over 1,000 different third parties. However, when they tried to remove this information, the association faced multiple obstacles. Many companies failed to respond to their requests, and those who did often made the process overly complicated or impossible.
In search of true transparency for ad targeting
The conclusion of the investigation is clear: most organizations that collect data do not meet the requirements of the General Data Protection Regulation (GDPR), especially with regard to the right to be forgotten. alone 7% companies offered assured and easy process To delete data.
The finding highlights the need for greater transparency in the collection and use of personal data. UFC-Que Choisir calls for real awareness on the part of both consumers and businesses, to guarantee the effective control of personal data and to guarantee respect for the right of individuals to protect their private life.
