Abstract

This article deals with selected issues concerning on-line behavioral advertising. It describes the legal framework, which is applicable in this regard. In particular, describing the interrelationship between the data protection directive and the e-privacy directive as well as the regulations which were introduce to the Polish legal system as a result of implementation of those directives. Hence, it answers the question concerning legal requirements of cookie use. The obligations relating to personal data processing have been assigned to advertisers, publishers and ad network providers, accordingly, as entities involved in OBA distribution, with a view to their respective roles as data controllers or processors.