Please use this identifier to cite or link to this item: https://hdl.handle.net/10419/247656 
Year of Publication: 
2021
Citation: 
[Journal:] Internet Policy Review [ISSN:] 2197-6775 [Volume:] 10 [Issue:] 4 [Publisher:] Alexander von Humboldt Institute for Internet and Society [Place:] Berlin [Year:] 2021 [Pages:] 1-27
Publisher: 
Alexander von Humboldt Institute for Internet and Society, Berlin
Abstract: 
While data-driven personalisation strategies in marketing offer consumers several benefits, they potentially also create new disparities and vulnerabilities in society, and in individuals. This article explores in what ways application of so-called personalised marketing communication may lead to exploitation of vulnerability of consumers and builds on empirical findings on the issue by investigating if consumers are protected against such vulnerabilities under EU consumer protection law. We show a number of ways in which personalisation may lead to exploitation of internal and external vulnerabilities and that EU consumer law contains significant barriers to effectively address such exploitation.
Subjects: 
Personalisation
Consumer protection
Consumer rights
Persistent Identifier of the first edition: 
Creative Commons License: 
cc-by Logo
Document Type: 
Article

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