Online Profiling and Data Protection in Thailand

Abstract

Online profiling has a major influence on global business opportunities, the use of online profiling primarily digital advertising company as they can study users’ behavior and other sensitive factors that could motivate the user to purchase, or show interest in products. It helps digital advertising company understands users’ needs thoroughly and to distribute advertisements to target groups successfully. Online profiling might be used for encouraging, arousing or alerting users to buy, however, it could also be used to trick people by intruding on their personal privacy. The Thailand personal data protection bill is expected to be enacted at the end of 2018. However, after this bill is enforced, the problem of data protection in relation to online profiling will remain unresolved. With online profiling having specific criteria, there is a need to find an appropriate solution, in order to ensure that the online profiling practice will be in compliance with the data protection standard.