Comparative Study : Eliva Press : 9781636481036 : 1636481035 : 21 Jan 2021 : China has been striving to succeed in internet commerce, a domain in which online behavioral advertising is a key component. However, there is no law to address online behavioral advertising in China. This loophole allows companies to benefit from people's online activities, and it invades the right of people to control their personal information. To balance the needs of developing internet commerce and the protection to personal information, this paper suggests China should learn lessons from the U.S. that mainly rely on the self-regulation in online behavioral advertising. The second part of this paper overviews the development and current situation of the Internet commerce industry in China, especially the online behavioral advertising industry. The third part reviews and analyzes the laws relevant to protect individual's privacy right, the online behavioral advertising self-regulation and the judicial prac