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Algorithmic Marketing and EU Law on Unfair Commercial Practices
Hardcover
Series: Law, Governance and Technology, Book 50
ISBN13: 9783031136023
Publisher: Springer
Published: Aug 31 2022
Pages: 274
Weight: 1.29
Height: 0.69 Width: 6.14 Depth: 9.21
Language: English
The content is divided into three parts. The first part analyses the phenomenon of algorithmic marketing practices and reviews the main AI and AI-related technologies used in marketing, e.g. Big data, ML and NLP. The second part describes new commercial practices, including the massive monitoring and profiling of consumers, the personalization of advertising and offers, the exploitation of psychological and emotional insights, and the use of human-like interfaces to trigger emotional responses. The third part provides a comprehensive analysis of current EU consumer protection laws and policies in the field of commercial practices. It focuses on two main legal concepts, their shortcomings, and potential refinements: vulnerability, understood as the conceptual benchmark for protecting consumers from unfair algorithmic practices; manipulation, the substantive legal measure for drawing the line between fair and unfair practices.
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