The article is devoted to the analysis of legal problems of targeted advertising as an object of regulation in the digital economy. The author formulates the definition of targeted advertising and highlights its qualifying features. Three critical gaps in the legislation on personal data are identified. The conflict between the economic interests of platforms and the constitutional right to privacy is substantiated. Specific directions for improving legislation are proposed, including the consolidation of the concept of profiling, the introduction of granular consent, and the extension of the special categories regime to deduced data.