amendments is to protect users’ right to choose, such as strengthening the notification obligations in relation to customized advertisements. B) Raising Issues of Human Rights Violations for the Customized Advertisements Customized advertising technology has been widely used in the online market as an advertising method that provides information tailored to the interests by profiling users behavior, and many online operators are collecting users’ behavioral information for this purpose. In particular, the big tech platform operators are gaining an edge in the online advertising market by collecting massive behavioral information from many users.693) Customized advertisements have the positive function of enabling advertisers to effectively advertise to target audiences and enabling users to view intensive advertisements based on their interests.694) However, since customized advertising technology presupposes tracking and analyzing user behavioral information, it poses problems of collection and use of personal information and discrimination that can be caused by uncontrolled algorithms. Behavioral information collected for customized advertisements is presumed to be automatically collected in many cases. Therefore, it is difficult for data subjects to reasonably predict what kind of information of themselves will be collected, and when behavioral information of other companies is continuously accumulated, sensitive information that can infer an individual’s private life can be created. As the amount of personal information held by big tech companies increases, concerns about citizen surveillance by the state are also raised. In the US, excessive access by investigative agencies to location information among information collected for the purpose of customized advertising has also been a problem.695) Therefore, some assert that various forms of user ID, device identifier, IP address, cookie information, etc. used for user identification in customized advertisements should be recognized as personal information and the consent of the data subject should be obtained for the collection of personal information. According to this, the Personal Information 693) National Assembly Legislative Research Service, Issues and Arguments, “Protecting the Behavioral Information from Online Customized Advertisements,” Sep. 30, 2022. 694) Ahn, Jeong-min, Choi, Kyeong-jin, “Customized Advertisements and Privacy,” Dec. 2017 695) CWN, “US’s FBI using geofence warrants to investigate... controversy over invasion of privacy,” Feb. 7, 2022. 287