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[Purpose] To conduct a comprehensive analysis of the essence, types of targeted advertising, and features of personal data protection in the context of using targeted advertising with the aim of aligning Ukrainian legislation with the requirements of the European Union. In particular, the study aims to analyze the nature of advertising and the role of targeted advertising in the modern world, identify the main advantages and disadvantages of using targeted advertising, characterize different types of targeted advertising (such as contextual advertising, advertising in social networks, actually targeted advertising, and retargeting), analyze problematic issues related to the protection of personal data of users during the use of targeting technologies in Ukraine, describe key regulatory documents in the field of personal data protection in the online space that is active in the European Union, and propose measures that can be adopted from Ukrainian legislation to enhance personal data protection during the use of targeted advertising. [Methodology/Approach/Design] The analysis and synthesis method facilitated the examination of the essence of advertising and targeted advertising. Also, this method was used to characterize the different types of targeted advertising. The formal-legal and comparative-legal methods were utilized to analyze the norms of the European Union related to the protection of personal data. Lastly, the scenario method was employed to propose measures that could be adopted from Ukrainian legislation to enhance personal data protection during the use of targeted advertising. These methodological choices aimed to provide a comprehensive and well-founded analysis of targeted advertising and the protection of personal data within the context of aligning Ukrainian legislation with European Union requirements. [Findings] Ensuring the protection of personal data during targeted advertising involves adhering to specific rules and principles. These include ensuring that the collection of information is done in a transparent and voluntary manner. Only relevant and necessary information should be collected, and it is important to guarantee the protection of the data once it has been obtained. [ABSTRACT FROM AUTHOR]

The purpose of the article is to clarify the concept of "personal data" and identify a list of information that can be classified as personal, as well as to develop an algorithm to improve the legal protection of personal data in Ukraine and implementation of the European Court of Human Rights'(ECtHR) decisions into national legislation. The fundamental method of research of this issue is a comparative method. The article, based on the analysis of Ukrainian and European law and the ECtHR practice, presents a list of information that can be classified as personal, as well as proposed procedures for improving the legal mechanism of personal data protection in Ukraine and implementation of decisions ECtHR into national law. The list of data that can be classified as personal is not exhaustive, but will allow both lawyers and ordinary citizens to better navigate within the field of protection of personal rights and provide an opportunity to protect their rights in case of their violation. The legal grounds for the implementation and protection of personal data are identified. Further directions of the system of personal data protection improvement are outlined. [ABSTRACT FROM AUTHOR]

Organizational development is one of the most important fields of organizational management. With increasing connectivity and digitalization of processes, systems, and data, intrusions via interfaces and subsystems can be affected by the entire system's security. The manipulation or loss of data in artificial intelligence-based systems takes on a serious role, as the technology learns and acts based on data. Since personal and person-related data and confidential company data, are of particular importance, this issue's relevance is significant. This study aimed to determine the data access limit for digital systems for organizational development and to investigate user attitudes towards the procession of personal data through artificial intelligence. The main purpose is to provide the research results to target selected security and data protection aspects in the design of organizational development systems based on artificial intelligence. Investigation of this topic is carried out in three logical phases. The first phase provides the analysis of scientific publications. It explores how and under which aspects and conditions digital systems for organizational development depend on information security and data protection. The literature review included keyword network analysis in Scopus with further visualization in VOSviewer. The second part provides a targeted data classification according to security classes, which can be directly applied to design organizational development or management software. In the third phase, there is a survey of respondents from Ukraine and Germany to determine the attitudes towards collecting and analyzing personal data through artificial intelligence. The investigation results show the close connection of the subject's security and data protection with the change management system, privacy, development of technological models in enterprises, applications for and of process analysis, the legislative basis for information security, etc. According to the survey, the respondents from Ukraine show more neutrality in accepting the collection of personal or personal data through artificial intelligence. Across age and nationality, it can be stated that the majority of respondents are not opposed to collecting and analyzing data about the execution of the activity or behaviour, personal details, family status, education. Scientists and practitioners can directly use the findings for further applications in developing digital systems for organizational development. [ABSTRACT FROM AUTHOR]