01260nas a2200145   4500008004100000245011900041210006900160260004800229300001200277490000600289520076100295653001701056100001601073856002501089       2011                        eng d00aWhy Privacy Discussions about Pervasive Online Customer Profiling Should Focus on Expanding Roles of Third-Parties0 aWhy Privacy Discussions about Pervasive Online Customer Profilin  aInterscience Enterprises, Ltd, Genevac2011  a193-2290 v43 aAbstract: Network advertising associations, consumer databases, data mining services and advertising exchanges play important roles in the online behavioural advertising industry. The participation of such third-party businesses in consumer profiling and generating targeted direct marketing communications raises significant consumer privacy and data protection concerns. This article analyzes the regulatory framework s of the European Union and the United States and legal developments on this topic to assess how well consumers’ privacy concerns are being addressed. It then provides recommendations for regulatory reform specific to third-party involvement in the behavioural advertising industry to enhance consumers’ privacy and data protection.10aBusiness Law1 aKing, Nancy  uwww.inderscience.com