A Comparative Analysis of Privacy Law and Data Protection Regulation in the United States and the European Union

This thesis conducts a comprehensive examination of the evolving landscape of digital privacy in the context of the United States and the European Union. In an era marked by rapid technological advancement, the study explores the intricate relationship between technology, data collection, and individual privacy rights. It delves into the mechanisms of online surveillance, illuminating the practices of data tracking, profiling, and surveillance in the digital realm. A central focus of the research is the comparison of the legal frameworks governing privacy and data protection in these two regions. It carefully analyzes the regulatory structures, their historical development, and the significant differences that shape the digital privacy landscape for individuals and organizations. The thesis highlights the profound implications of the General Data Protection Regulation (GDPR) in Europe and its interactions with U.S. privacy laws, emphasizing the challenges and opportunities presented by cross-border data flows and international data protection standards. Furthermore, the study unveils the multifaceted challenges posed by the Adtech industry and digital marketing practices, shedding light on the intricate balance between individual privacy, innovation, and legal compliance. Through illustrative cases, it uncovers the dark side of online profiling and behavioral advertising, underscoring the need for enhanced privacy safeguards. Ultimately, this research advocates for proactive measures to reconcile the demands of technological advancement with the preservation of individual privacy rights. It underscores the shared responsibilities of stakeholders, including lawmakers, businesses, and individuals, in shaping a digital landscape where innovation harmonizes with robust data protection, ensuring that privacy remains a fundamental right in the digital age.