Abstract
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