Articles

The use of unfair practices to distort consumers’ economic behaviour is not new, but it takes a new important dimension as a result of the massive collection of data and the use of technology to build consumer profiles and anticipate consumer behaviour. EU consumer law already has partial capacity to address these situations, but it is currently not sufficiently enforced. In addition, EU law must be updated to tackle these unfair practices and ensure consumers are not harmed by misleading user interfaces and data personalisation techniques.