Legal regulation of profiling and targeted advertising in Kazakhstan through the lens of European experience
Akhmetova S. Ibrayeva A. Baimakhanova D. Tursynkulova D. Hoffmann T.
2025Lviv State University of Internal Affairs
Social and Legal Studios
2025#8Issue 133 - 45 pp.
The study was dedicated to analysing the current legal framework regulating profiling and targeted advertising in Kazakhstan, considering the European experience. The study involved a review of regulations of Kazakhstan governing the use of personal data and a comparative analysis with the provisions of General Data Protection Regulation. The analysis demonstrated that while Kazakhstan has established basic standards for the protection of personal data, the level of transparency and control over the data processing process remains noticeably lower compared to European norms. The main issues included the lack of explicit user consent for the use of their data for targeted advertising, limited opportunities for managing personal information, and insufficient financial resources for employing advanced technologies and certain legal restrictions caused by stringent state policies. An examination of Kazakhstani online platforms, including examples such as Kaspi, Tengrinews, and Krisha, demonstrated that data processing procedures on these platforms do not comply with the standards of the General Data Protection Regulation. This creates legal risks for businesses, particularly in relation to potential entry into the European market. The findings of the study highlighted the necessity of improving national legislation in the field of personal data protection. It was recommended to introduce mechanisms ensuring explicit user consent for data processing, enhance the transparency of privacy policies, and expand user rights, including the ability to delete stored data and transfer it. Aligning the legislation of Kazakhstan with European standards will not only strengthen the protection of citizensʼ rights but also increase the competitiveness of Kazakhstani companies in the international arena.
digital market , international standards , personal data processing , privacy policy , user rights protection
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Al-Farabi Kazakh National University, 71 Al-Farabi Ave, Almaty, 050040, Kazakhstan
Tallinn University of Technology, 5 Ehitajate tee, Tallinn, 19086, Estonia
Al-Farabi Kazakh National University
Tallinn University of Technology
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