THE EGALITARIAN MANOEUVRE: BALANCING DIGITAL ADVERTISING PRACTICES WITH THE PROTECTION OF HUMAN RIGHTS IN THE INDIAN CONTEXT

Abstract

The tremendous growth of digital advertising in India has created a new era of digital contact, but it also offers complicated human rights challenges. The rapid digital revolution and internet expansion in India have made digital advertising a crucial part of the country's marketing environment. However, the rise of digital marketing has raised concerns about privacy, data security, and ethical data handling. Digital advertising and human rights in India are examined in this article, focusing on privacy, data security, freedom of speech, and non-discrimination, explains how online advertising affects basic rights by reviewing relevant legislation and judicial pronouncements. Protecting user data is a major challenge in this sector. Digital advertising platforms can breach an individual's Indian Constitutional right to privacy by collecting, storing, and analysing personal data. Companies use invasive data collection practices like targeted advertising and behavioural tracking that may damage an individual's autonomy and ability to make educated personal data use decisions. Demographic or behavioral-based targeted advertising might reinforce biases and exclude some groups from opportunities or services. This can disproportionately affect underprivileged communities and violate their equality and non-discrimination rights .This article examines digital advertising's ethical implications and human rights violations. It provides policymakers, business participants, and civil society with practical advice to foster a fair and rights-respecting digital advertising environment in India.