Resumo

RIOS, CAROLINA. The Influence on Human Behavior and the "Assetization" of Privacy as Contemporary Issue Concerning the Regulations of Trade on Electronic Devices. Rev. Derecho Privado [online]. 2020, n.39, pp.263-299.  Epub 02-Nov-2020. ISSN 0123-4366.  https://doi.org/10.18601/01234366.n39.11.

Recent studies and events disclose the instrumentalization of personal data as mean to influence behavior at scale, and the dissemination of a pervasive infrastructure of machine intelligence designed to extract and digitalize human experiences towards commercial purposes. This study describes the issue as the assetization of privacy and seeks to expose a legal vacuum concerning behavioral markets and the so-called bundled goods. The document analyzes the subject from the Europe Union and Korea perspectives, and concludes that even most comprehensive legislations require additional legal developments to restrict the impact of computational intelligence techniques and behavioral markets upon fundamental legal values.

Palavras-chave : "assetization" of privacy; behavioral data; personal data protection; internet of things; data markets; artificial intelligence; machine learning; influence on behavior.

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