本文对行为定向广告(OBA)引发的网络用户隐私关注问题进行总结的基础上,介绍了美国和欧盟的网络隐私保护法规,并就网络环境下消费者的隐私与行为定向广告之间的关系进行了探讨,并指出了未来研究的方向。 This paper summarizes the privacy concerns of network users caused by OBA, introduces the network privacy protection laws and regulations in the United States and the EU, and also discusses the relationship between consumers’ privacy and behavior-oriented advertisements in the network environment Discussed and pointed out the direction of future research.