Journal of Intelligent Marketing Management

Journal of Intelligent Marketing Management

Legal and Ethical Analysis of the Use of Artificial Intelligence in Targeted Advertising (Case Study: Digikala)

Document Type : The scientific research paper

Author
Ebrahim Pour Najaf
Master of Science, Private Law, Islamic Azad University, Science and Research Branch, Tehran, Iran.
JABM.3.2.15564.35125656565083
Abstract
This study aims to examine the legal and ethical dimensions of using artificial intelligence in targeted advertising, particularly on e-commerce platforms like Digikala. Given the increasing use of AI technologies in digital marketing, the research analyzes the legal and ethical challenges and opportunities related to the collection and use of personal data in targeted advertising. The research method is thematic analysis, where 32 main themes were extracted from qualitative data. These themes were categorized into six main categories: privacy, transparency, accountability, legal oversight, discrimination, and social impacts. The results indicate that Digikala should pay special attention to privacy and transparency when using consumer data to maintain customer trust. Furthermore, issues such as discrimination in advertising and the need for effective legal oversight over AI systems in targeted advertising are of high importance. As a result, Digikala should adopt comprehensive legal and ethical frameworks for managing its targeted advertising to adhere to both legal and ethical responsibilities and prevent the negative impacts of these technologies.
Keywords
Artificial Intelligence
Targeted Advertising
Privacy
Consumer Rights
Ethical Analysis
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Journal of Intelligent Marketing Management
Volume 5, Issue 1 - Serial Number 23
Spring 2024
Pages 334-350

  • Receive Date 13 February 2025
  • Revise Date 26 December 2023
  • Accept Date 24 April 2024