Level Of Data Protection Research Articles

The impact of digitalization on the development of e-commerce and its legal regulation

This scientific article is devoted to the analysis of key aspects that arise in connection with the digitalization of the economy and the growth of electronic commerce. The impact of technology on business models, legal regulation of electronic transactions, protection of consumer rights and cyber security issues are investigated. The article emphasizes that digitization opens new opportunities for business, in particular through the implementation of digital platforms, omnichannel strategies and process automation. Digital platforms such as Amazon and Alibaba are becoming important tools for business globalization as they facilitate access to international markets, reduce the need for physical infrastructure, and enable the integration of business processes. The legal regulation of electronic transactions and contracts has been studied. It is noted that the development of e-commerce requires legal certainty, regarding electronic signatures, electronic documents and digital identifiers. There are differences in approaches to these issues in different countries, which creates challenges for cross-border trade. In Ukraine, this issue is regulated by the Law «On electronic identification and electronic trust services», which meets EU standards, particularly the eIDAS Regulation. Challenges related to the protection of consumer rights in the digital economy are analyzed. Consumers face new risks such as privacy breaches and fraud in the online environment. International standards, such as GDPR, ensure a high level of personal data protection, while Ukrainian legislation needs further harmonization with international norms to increase the level of consumer rights protection. The policy of cyber security in the field of implementation of legal relations in electronic commerce was studied. Data protection, cybercrime prevention and information security are becoming key challenges for national governments and international organizations. It is important to implement international standards, such as PCI DSS, which guarantee the security of payment card data during their processing and storage. The fact that digitalization, on the one hand, requires adaptation of legal regulation to new conditions, but on the other hand, creates new opportunities for improving legal mechanisms, is summarized. Studying these aspects allows for a deeper understanding of how to adapt legal systems to further the development of e-commerce and ensure a balance between innovation and the protection of the rights of participants in the digital economy.

Blockchain in digital notary services

The purpose of the study is to determine the future application of blockchain technology. Protection of rights, as well as legal interests of citizens and legal entities is the main postulate of notary activity. Only through the prism of this provision should one consider the possible application of blockchain technology in the notary. This includes studying the possibilities of the blockchain for verifying the authenticity of documents, automating registration actions. The relevance of the study is related to the need for modern notaries to meet the requirements of the digital world. The research is based on the application of an interdisciplinary approach, civil law and information technology, which combines the analysis of legal aspects with modern technological research. To study legislative aspects, methods of comparative analysis and synthesis were used, which includes an analysis of the legislation of Ukraine and other countries. The empirical method consists in researching existing examples of implementation of blockchain projects in EU and US notary offices. Analysis and modeling were carried out taking into account the architecture of blockchain networks, their capabilities in terms of information protection, authentication and legal validity of digital records. The study found that blockchain technology has significant potential for the notary industry due to its decentralized nature and high level of data protection. It has been established that the implementation of the blockchain allows for the creation of a reliable database for recording notarial actions, ensuring the impossibility of forgery or loss of information. The results of the study confirmed the possibility of using blockchain for digital recording of documents and automation of notarial procedures, which allows to reduce time costs and the risk of human errors. The experience of countries that have already implemented blockchain in the notary office indicates an increase in the level of trust in notary services and a reduction in bureaucratic procedures. The application of blockchain in the notarial sphere can fundamentally change the mechanisms of notarial actions, increasing security, convenience and speed of service. The use of decentralized networks ensures the reliability of data, which makes it impossible to forge them and makes procedures transparent. However, for the full implementation of such decisions, it is necessary to create an appropriate regulatory framework, adapt Ukrainian legislation and ensure the training of specialists for work in the conditions of digital notary.

BLOCKCHAIN AND ITS APPLICATION IN THE DEFENCE SECTOR

The digital transformation of the economy affects many sectors, including the defence sector, which is sensitive from both a national and international perspective. The digitalisation of the economy is based on technologies such as robotics, autonomy, additive manufacturing technologies (3D printing), augmented reality, big data, quantum computers, artificial intelligence and blockchains. In this article, we will take a closer look at the latter, namely blockchain technology. We will briefly outline its main properties and advantages, which make it particularly attractive for use in the defence sector, and dwell on its application to implement such a tool as smart contracts. One of the key advantages of blockchain in the context of military operations is ensuring transparency and traceability of supplies. In today's realities, logistical problems can cost lives, but blockchain helps prevent fraud and improve coordination between interacting communication nodes. Thanks to the use of blockchain technologies, each unit of supply can be recorded in an immutable register, which allows you to track its path from sender to recipient. This reduces the risk of loss or theft, and simplifies the process of monitoring and verifying the accuracy of information about deliveries. In addition, the decentralised nature of the blockchain enhances the security of military communications, protecting them from interception and attack. Each message is encrypted in such a way that it can only be read by the addressee. This ensures a high level of confidentiality and data protection, as information transmitted through the blockchain is distributed among numerous network nodes, making it difficult for attackers to access. By using cryptographic methods, the blockchain ensures that even in the event of a successful attack, attackers will not be able to alter or falsify information. Creating a tamper-proof ID system will help fight counterfeiting and improve the process of identifying wounded or fallen soldiers. By assigning unique and unchangeable authenticators to personnel, equipment or weapons, one hundred per cent identification of military entities can be ensured. This allows for accurate tracking of the movement and status of each soldier and equipment, which contributes to more efficient resource management. This system also increases the level of trust in the information provided, as it is recorded in the blockchain and cannot be changed or deleted. The introduction of blockchain technology in the defence sector can bring significant benefits, including increased security, transparency and efficiency. However, this process is accompanied by numerous challenges and risks that need to be considered and overcome for successful integration.

CYBERCRIME CHALLENGES: EXPERIENCE OF INTERNATIONAL COOPERATION

The study focuses on the problem of countering cybercrime in the context of the experience of international cooperation. The trend in the process of ongoing transformation from a post-industrial to an information society stands out: global informatization and digitalization of processes lead to the threat of interference in personal life, data theft, and violation of privacy. The analysis of international legal acts made it possible to conclude the need to expand cooperation between states in the fight against cybercrime under the auspices of the UN based on programmatic, strategic acts of international legal regulation of the relevant range of relations. The importance of creating and developing organizational and legislative measures to combat cybercrime, improving interaction between the competent authorities of various states, as well as the need to develop and adopt universal conventions to combat cybercrime, is noted. The authors of the article state that the large-scale growth in the volume of information transfer causes the need to ensure the maximum level of data protection, both by the interested ICT users themselves and by governments - guarantors of state information security and stability. The international legal framework provides a solution to the problem in three areas: reducing discrepancies between national laws, introducing new powers of bodies, and promoting international cooperation. It is stated that in the Republic of Kazakhstan, there are no comprehensive studies on combating cyberterrorism and cybercrime as phenomena that include the entire range of crimes that are committed today on the Internet. The study fills this gap: the activities of the legislative and law enforcement bodies of the Republic of Kazakhstan are analyzed. The authors focus on such positive aspects as the creation of the Ministry of Internal Affairs of the Republic of Kazakhstan in April 2003 of the "K" department to intensify the fight against a wide range of crimes related to computer and Internet technologies, including cyberbullying, the production of counterfeit video discs, the dissemination of information that contributes to extremism, terrorism, cruelty, and violence. Chapter 7 of the Criminal Code of the Republic of Kazakhstan, devoted to criminal offenses in the field of informatization and communications, was subjected to scientific turnover; Cybersecurity Concept ("Cyber Shield of Kazakhstan"); a pilot project of 2023, which launched a special cyber police unit "Cyberpol Strike Task Force" to protect citizens and businesses of the country from cyber threats.

The Extraterritoriality of the gdpr and Its Effect on gcc Businesses

Abstract This article considers the extraterritoriality of the General Data Protection Regulation (gdpr) and its effect on Gulf Cooperation Council (gcc) businesses. Given the robust economic ties to the European Union (EU), many gcc businesses fall under the scope of the gdpr. This article argues that the territorial gateways through which the gdpr applies are much wider than might be thought and so may capture many gcc businesses, and that while the personal data protection laws in the gcc countries have been influenced to varying degrees by the gdpr, there are significant disparities, especially regarding their approach to data protection. This suggests that the level of data protection in the gcc countries is not equivalent to that offered by the gdpr. The article is divided into six sections, covering the EU’s data protection laws, framework evolution, gdpr’s impact on gcc businesses, and gcc’s data protection framework.

Using DNA Algorithm to Hide a Compressed Ciphertext in Colored Image

Cryptography is the fundamental key to keeping data that are more trusted for the increasing reliability in the digital community. Steganography is widely used to protect any hidden data in the media so that it may not get hacked. The conventional protection styles do not provide the requirements of cyber security under the new hacker's techniques that are applied for any hacking data and confidential information. Moreover, using the encryption algorithms without providing extra barriers alone could provide an opportunity to be breached therefore, boosting the levels of protection is really urgent to shield information against any intruders. This paper submits a proposed algorithm that can be applied to overcome the risks of hacking and increase the data protection. First, this algorithm uses the DNA to encrypt the data, which is then made complex by a multiplier and compressed by using the GZIP algorithm. The final stage is to hide the compressed data in the media (color image pixels) by using the LSB method. When applying these levels of protection, the amount of data compression becomes at 75%, and the image measures proves that good results are fulfilled, for instance, Lina sample measure is for SSIM = 1, PSNR = 67.6119, MSE = 0.0115, UACI = 7.00284 and NPCR = 0.01152. This algorithm contributes to increase the level of data protection in the communication between any parties to transfer certain confidential information.

Legal regulation of protection personal data in a special period

The paper reveals the role and problems of determining the peculiarities of solving the problems of legal regulation of personal data protection in a special period as one of the conditions for the development of a modern democratic society. A detailed study of this issue was conducted, aspects of the regulatory environment and levels of personal data protection in such complex conditions were considered. Acceleration of the scale and intensity of collection and use of personal data by state bodies and economic entities to achieve the goals of their activities, as well as the expansion of opportunities and strengthening of incentives for unauthorized access to personal data and their abuse, causes the need for the state to use the most effective means and methods guarantee the right of individuals to protect their personal data. In a special period, the protection of personal data should be a priority task for the state, legal entities and individuals. Not only the information security of the state and its citizens depends on this, but also their rights and freedoms. The basic legal act regulating the protection of personal data in our country is the Law of Ukraine "On Personal Data", which aims to protect the rights and freedoms of citizens of Ukraine against improper use of their personal data. The law establishes rules for the collection, storage, processing and transfer of personal data, as well as responsibility for their improper use. In today's special conditions in Ukraine, a significant number of changes and innovations have been made to the current legislation in the field of personal data protection, a significant part of which restricts the activities of citizens. Only some of them are progressive measures aimed at the future, while others act only as a means of correcting modern uncoordinated norms and unresolved problems, which in the future may significantly hinder the building of a democratic and legal state in Ukraine, because, as historical experience shows, in special periods it is quite easy to introduce certain restrictions, but it is quite difficult to remove them afterwards. Special attention was paid to the need to develop and implement specialized legal acts that would regulate the protection of personal data in such emergency situations.

Evaluating the Impact of Mobility on Differentially Private Federated Learning

This paper investigates differential privacy in federated learning. This topic has been actively examined in conventional network environments, but few studies have investigated it in the Internet of Vehicles, especially considering various mobility patterns. In particular, this work aims to measure and enumerate the trade-off between accuracy of performance and the level of data protection and evaluate how mobility patterns affect it. To this end, this paper proposes a method considering three factors: learning models, vehicle mobility, and a privacy algorithm. By taking into account mobility patterns, local differential privacy is enhanced with an adaptive clipping method and applied to a mobility-based federated learning model. Experiments run the model on vehicular networks with two different mobility scenarios representing a non-accident traffic situation and traffic events, respectively. Results show that our privacy-enhanced federated learning models degrade accuracy performance by 2.96–3.26% on average, which is compared to the performance drop (42.97% on average) in conventional federated learning models.

Healthcare Monitoring-based IoT framework for heart disease detection and classification

Background: Chronic diseases like diabetes, heart disease, and cancer pose significant global health challenges, contributing to a substantial portion of worldwide mortality. Diagnosing heart disease, with its diverse signs and symptoms, remains a complex task. The growing market for connected wearable devices presents opportunities for leveraging Internet of Things (IoT) technologies in healthcare. However, diagnosing and managing heart disease effectively remains a critical concern due to its high fatality rates. Integrating IoT into the traditional healthcare system holds promise for enhancing patient outcomes, particularly for those with heart disease. Methods: A Healthcare Monitoring-based IoT framework (HM-IoT) has been developed to enable continuous monitoring of heart disease patients, eliminating the need for manual feature extraction. This framework facilitates real-time monitoring of heart failure patients through IoT-enabled devices. Data encryption using the Enhanced Encryption Standard algorithm ensures the security of patient information within the cloud platform. An Artificial Neural Network (ANN) model is employed to classify encrypted data, promptly alerting healthcare professionals to abnormal physiological conditions. Results: Evaluation in Matlab revealed impressive processing capabilities, with decryption and encryption rates of 1085 milliseconds and 1075 milliseconds, respectively. Data protection level reached 91%, while the Security Rate level attained 99%. Performance metrics, including Accuracy (98%), Sensitivity (96%), Specificity (98%), and Precision (99.4%), demonstrated the reliability of the system in detecting potential instances of heart disease. Conclusion: The Healthcare Monitoring-based IoT framework represents a significant advancement in smart healthcare solutions for heart disease management. By integrating IoT technologies with healthcare infrastructure, the framework enables real-time monitoring, enhancing prognostic capabilities and facilitating timely interventions.

An enhanced multilevel secure data dissemination approximate solution for future networks.

Sensitive data, such as financial, personal, or classified governmental information, must be protected throughout its cycle. This paper studies the problem of safeguarding transmitted data based on data categorization techniques. This research aims to use a novel routine as a new meta-heuristic to enhance a novel data categorization based-traffic classification technique where private data is classified into multiple confidential levels. As a result, two packets belonging to the same confidentiality level cannot be transmitted through two routers simultaneously, ensuring a high data protection level. Such a problem is determined by a non-deterministic polynomial-time hardness (NP-hard) problem; therefore, a scheduling algorithm is applied to minimize the total transmission time over the two considered routers. To measure the proposed scheme's performance, two types of distribution, uniform and binomial distributions used to generate packets transmission time datasets. The experimental result shows that the most efficient algorithm is the Best-Random Algorithm ([Formula: see text]), recording 0.028 s with an average gap of less than 0.001 in 95.1% of cases compared to all proposed algorithms. In addition, [Formula: see text] is compared to the best-proposed algorithm in the literature which is the Modified decreasing Estimated-Transmission Time algorithm (MDETA). The results show that [Formula: see text] is the best one in 100% of cases where MDETA reaches the best results in only 48%.

Cloud-SMPC: two-round multilinear maps secure multiparty computation based on LWE assumption

Cloud computing has data leakage from all parties, security protection of private data, and existing solutions do not provide a trade-off between security and overhead. With distributed data communication due to data barriers, information interaction security and data computation security have become challenges for secure computing. Combining cloud computing with secure multiparty computation can provide a higher level of data protection while maintaining the benefits of cloud computing. In this case, data can be stored in the cloud and computed through SMPC protocols, thus protecting the privacy and security of the data. However, multiple rounds of information interaction are often required, increasing the communication overhead, and the security strength is limited by the hardness assumption. In this paper, we work to achieve an optimal setting of the number of rounds in secure multi-party computation on the cloud to achieve a sublinear communication overhead and improve the security concept. A 2-round SMPC protocol is constructed in the framework of Universally Composable (UC). A 2-round SMPC protocol is constructed that uses multilinear maps based on the Learning from Errors (LWE) assumption. The participant encodes the input and sends it via broadcast to reduce the interaction, homomorphic computational encoding information for secure access to computational data and secure the SMPC protocol through UC security. This paper extends the participants to multiple parties, reduces the communication rounds to 2, the protocol achieves sublinear communication overhead in poly polynomial time, smaller setup size to poly(k), and static security is achieved.

Adaptive Personalized Randomized Response Method Based on Local Differential Privacy

Aiming at the problem of adopting the same level of privacy protection for sensitive data in the process of data collection and ignoring the difference in privacy protection requirements, the authors propose an adaptive personalized randomized response method based on local differential privacy (LDP-APRR). LDP-APRR determines the sensitive level through the user scoring strategy, introduces the concept of sensitive weights for adaptive allocation of privacy budget, and realizes the personalized privacy protection of sensitive attributes and attribute values. To verify the distorted data availability, LDP-APRR is applied to frequent items mining scenarios and compared with mining associations with secrecy konstraints (MASK), and grouping-based randomization for privacy-preserving frequent pattern mining (GR-PPFM). Results show that the LDP-APRR achieves personalized protection of sensitive attributes and attribute values with user participation, and the maxPrivacy and avgPrivacy are improved by 1.2% and 4.3%, respectively, while the availability of distorted data is guaranteed.

Обзор систем обнаружения вторжений

In the modern digital era, the escalating dependence on interconnected systems raises growing concerns in the field of cybersecurity. This article addresses the pressing need to enhance security measures using Intrusion Detection Systems (IDS), emphasizing their role in the analysis of system logs and data streams to detect and prevent malicious attacks. Intrusion Detection Systems play a crucial role in fortifying networks against potential threats, providing a fundamental level of protection for personal data, applications, and business transactions. The article explores the mechanisms of operation of Intrusion Detection Systems, their classifications, algorithms, as well as their advantages and disadvantages. Structured sequentially, the article commences with an introduction, followed by discussions on the common goals, general structure, signature-based intrusion detection systems, anomaly detection systems, and hybrid intrusion detection systems. The concluding section consolidates the key findings, formulating comprehensive conclusions about the intricate landscape of intrusion detection systems.

The EU-US Data Privacy Framework and the Schrems Saga: Is there Light at the End of the Tunnel?

The article examines the legal framework for data transfers from the EU to the US. In the judgements known as Schrems I and II, the CJEU invalidated the two former US adequacy decisions on the grounds that they did not satisfy the requirements in Art. 45 GDPR. On 10 July 2023, the European Commission adopted a new US adequacy decision. The question that is examined in this article is whether the new adequacy decision is compatible with Art. 45 GDPR. According to the CJEU’s interpretation of this provision in Schrems I and II, third countries must provide a level of data protection that is “essentially equivalent” to the EU. This requires the US to comply with all relevant fundamental rights in the Charter and in the ECHR. Based on an assessment of US law, the article concludes that it is doubtful that the latest US adequacy decision fulfils the requirements in Art. 45 GDPR and that it is likely that the CJEU – once it is confronted with the question – will invalidate the adequacy decision of July 2023.

Research on the Security Protection of Network Information Data by Blockchain Technology in the Context of Legal System

Abstract This paper examines the relevant legal system and integrates blockchain technology to ensure network information security protection at multiple levels, thereby meeting the requirements for network information security protection. The network information security protection effect of blockchain technology and initial technology is compared and analyzed. Subsequently, experiments such as SM2 encryption algorithm performance testing and analysis, anti-DDOS attack experiments, and anti-interception tests are conducted to prove the effectiveness and feasibility from the experimental point of view. The experiments reveal that the blockchain network information security protection test group always has a response time below 0.3s, resulting in higher protection efficiency. Compared to the RSA algorithm, the SM2 algorithm shows a shorter key length, which is more secure and efficient. The 2KB data encryption and decryption of the SM2 algorithm consume no more than 82.6 ms and 55 ms, respectively. With the increase in the attack rate, the transmission time of the DDOS attack detection mechanism fluctuates less, tends to be stable, and has excellent covertness, anti-attack, and transmission performance. This paper’s scheme satisfies the legal requirements, guaranteeing the highest level of data protection.

Unified System for Processing Non-Personalized Data

The purpose of the study. The purpose of this article is to study the possibility of creating a unified register of non-personalized data, that is, data that cannot be attributed to a specific subject of personal data. The objective of the study is to analyze relevant materials for the purpose of the study, to determine the need for this system, to determine possible areas of application of the system, to determine the system sources and data on which the system can be based. The object of the study is a unified system for processing non-personalized data, the issue of creating this system and the opportunities that open up to the user.The subject of the study is the question of the data that can be processed in this system, as well as the section in which the data can be interpreted.Research methods. The article uses the following research methods: analysis of open data sources, modeling of the target solution in the form of a concept.Results. The article presents an example of the implementation of a system for processing non-personalized data. The variants of systems that currently have a set of data on personal data subjects and are ready to conduct a preliminary scoring analysis are presented. A possible result of the application of scoring is presented, using the example of the banking industry. An analysis of the current state of citizens' data processing systems was carried out. The results of the analysis showed that currently there is no single system that would allow for scoring analysis on the subject of personal data, aggregating data from various sources of state systems. There are no data in open sources on the progress of the development of a system that allows for scoring analysis based on non-personalized data. At the same time, the creation of a unified system for processing non-personalized data can both have a positive impact on the economic indexes of consumers connected to it, and contribute to the implementation of strategic plans of the state.Conclusion. During the study, a project was proposed for implementation to create a unified system for processing non-personalized data. A variant of data that can be used for primary scoring is proposed. The advantages of this system include a positive economic effect for organizations connected to the system, due to the reduction of monetary losses, improving the quality of sales, increasing customer loyalty, for the state, a positive effect can be an increase in the transparency of citizens' data and a decrease in the number of economic crimes, for citizens, the positive side of the system is to reduce information noise, due to a decrease in the number of studies from the companies, reduction of fraudulent actions, in relation to consumers. The disadvantages of the system include a high risk of data leakage, as a result of an increase in the number of crimes, incorrect interpretation of data by the scoring model, unavailability of various services for clients of organizations due to lack of data, the risk of data misuse by the operator of personal data processing. As a result, we can conclude that with the proper level of user data protection and clear rules for working with data, this system has good prospects for achieving the economic goals of both private companies and the state.

Alzheimer’s Dementia and Care: Legal aspects of the use of technology

AbstractBackgroundModern technology promises many improvements for the lives of persons suffering from Alzheimer’s dementia and their caregivers. For example, technology can help with the assessment and measurement of symptoms, monitoring of disease progression, supporting decision‐making to alleviate symptoms and foster well‐being, facilitating training, physical activity and remote care.For example, wearable, clothing, or ambient sensors can be used to closely monitor physiological functions and detect any falls or accidents, automatically alert physicians or caregivers, and warn about slightest changes in biological function. Wandering can be tracked, and assistive technology can help in case of disorientation. It can assist with cognitive training and physical activity. Above all, the algorithmic analysis of large sets of patient data can, e.g., point to potential indicators for disease risk or progress, allowing for the development or personalization of possible treatments, or for algorithmically assisted care decision‐making.MethodIn an international prospect of existing rules and regulations regarding the use of technology for AD care, challenges, divergencies and possible gaps have been identified, highlighting pitfalls and hindrances for medical care as technology evolves.ResultIn spite of major advantages brought about by technology, there are also challenges from legal and ethical perspectives. They include questions of liability for technology by developers and medical practitioners, of equity and access to assistive technology in statutory and private health care, of information and consent regarding the use of complex technology, as well as of privacy, autonomy and the internationally diverging levels of data protection regulation.ConclusionGiven challenges and hindrances must be considered in order to protect the interests of the affected persons and to ensure the responsible use of technology to benefit patients and caregivers. We will present some of these, and point to solutions for health policy makers in order to both foster emerging technology and ensure its safe use for patients as well as regulatory reliability for medical practitioners.

Protection of personal data under martial law in Ukraine

The article is devoted to the issue of personal data protection under martial law in Ukraine. A detailed study of this issue has been carried out, aspects of the regulatory environment and levels of personal data protection in such difficult conditions have been considered.
 In the context of martial law, the violation of the personal data confidentiality may pose serious threats. It has been highlighted that the disclosure of such data can lead to a risk to the personal safety of people, including those involved in the conflict. This can become the basis for blackmail and manipulation, which negatively affects the situation of individuals and the overall situation.
 The recommendations aimed at preventing such threats and improving the level of personal data protection during martial law have been provided. Particular attention has been paid to the need to develop and implement specialised legal acts that would regulate the protection of personal data in such emergency situations. The possibilities of using modern technologies, in particular data encryption and multi-level authentication, to enhance the security and confidentiality of personal data have also been considered.
 Implementation of effective personal data protection measures during martial law is an important task to ensure the security and privacy of people. Compliance with regulatory requirements, development of data protection technologies and raising awareness of this issue among the population can help reduce risks and maintain the confidentiality of personal data even in the context of a military conflict.
 The conclusions presented in this article can be a valuable source of information for legislators and information security professionals dealing with personal data protection under martial law. The results of the study may contribute to the development and implementation of effective data protection strategies aimed at ensuring the security and privacy of participants to the conflict and citizens in general. Significant aspects of the problem of personal data protection under martial law have been considered and recommendations for improving the situation in this area have been provided.

Current challenges and the future of legal protection of personal data: under the influence of digitalization development

Current challenges and the future of legal protection of personal data: under the influence of digitalization development

IMPROVEMENT OF METHODOLOGICAL PRINCIPLES OF BRAND PROTECTION IN CYBERSPACE

The main purpose of this scientific work is to improve the theoretical and methodological foundations of ensuring data protection in cyberspace in the direction of forming a brand protection system to increase its level of recognition, strengthen reputation and increase brand capital as factors of competitive advantages of the organization for the long run.In order to achieve the purpose, general scientific and special research methods have been used in the article, the main of which were the methods of scientific abstraction, generalization and synthesis, analytical diagnostics, descriptive statistics and the index-criterion method. Method of system analysis has been used in the research in order to comprehensively characterize the main aspects of brand protection in the information environment. Methods of steganographic protection of information, areas of their use and requirements for the characteristics of steganographic methods are considered.The importance for companies to carefully research the issues of ensuring a brand image in the environment of a potential target audience by tracking manifestations of abuse of public opinion and a positive attitude towards the brand in order to ensure a high image level, the business reputation of the organization's branding policy, increase the level of data protection in the virtual space, as well as satisfaction and trust of the target audience for the long term are substantiated. Selection and justification of the coefficient of importance and evaluation criteria of steganographic methods, which were chosen and justified for use in ensuring cyber protection of the brand (stability, invisibility, security, complexity of embedding and extracting information). There was carried out the calculation of the weight characteristics in relation to the selected methods of hiding information to ensure cyber protection of the brand.It was established that in a comprehensive comparison of information embedding methods for use in steganographic applications designed to increase brand cyber protection, the best result was shown by integrated methods based on discrete wavelet transformation and discrete cosine transformation.