Patent ID: 8459541

Claim:
A method in which a personalized service provider protects an individual's privacy when providing a service based on an electronic tag, the method comprising: assigning a new code for an electronic tag attached to a product; setting a privacy policy for a service associated with the product which is assigned the new code; and providing, according to the set privacy policy, the service associated with the product which is assigned the new code, wherein the assigning of the new code comprises: receiving from a communication terminal of a user, a personalized service setting request containing both user information and a code stored in the electronic tag, wherein the code is read by the communication terminal of the user; issuing the new code which will replace the read code; sending the new code to the communication terminal so that the communication terminal can record the new code on the electronic tag; and associating the new code, the user information, and the service associated with the product with one another and maintaining information in the personalized service provider about this association.