individual’s consent process can be formatted in the process of collecting extensive information from a big tech platform company. Processing personal information for companies to create economic value can benefit customers as well, but consideration is needed to prepare institutional mechanisms to prevent the risk of forcing users to collect extensively by borrowing the form of consent. To this end, it is necessary to legislate the type of behavioral information, the scope and method of use, and the consent procedure. It is also necessary to continue discussing options for the customized advertisements and prohibiting discriminations. Users should be able to choose whether or not to view customized advertisements, and an opt-out manner, while being hidden by the setting screen is not proper. Moreover, it is necessary to prevent the big tech companies to provide advertisers with options that can cause discriminatory effects, or algorithms that automatically provide different information based on gender and race to reinforce discrimination. The big-tech companies have the primary responsibility to prevent such discrimination at all stages of designing and learning algorithms, and the state needs to prepare and manage laws that make it clear that companies are responsible to prohibit discrimination. The UN Committee on the Rights of the Child, in its General Comment No. 25 (2021), stated that states have an obligation to take measures to protect the children's rights in the digital environment, and that there is a need for regulation, particularly a regulation related to advertising and marketing that target children. Moreover, the ‘Digital Services Act’ established by the EU in 2022 includes transparency, choice, child protection, and regulation of sensitive information related to the customized advertisements. Customized advertisements using behavioral information and algorithms have undergone significant changes in a short period of time. Recently, there have been various legal and institutional responses to concerns about infringement of basic human rights caused by the customized advertisements; however, the concerns over the collection of sensitive personal information, the ensuing state surveillance, and the strengthening of discrimination and bias have not yet been resolved. In the future, an appropriate level of regulation is needed by referring to overseas cases, and in the process, it is important to fully collect the opinions of the society so that the rights of data subjects and minorities are fully taken into consideration. 289