AI and consumers manipulation: what the role of EU fair marketing law?

Detalhes bibliográficos
Autor(a) principal: Galli, Federico
Data de Publicação: 2020
Tipo de documento: Artigo
Idioma: eng
Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
Texto Completo: https://doi.org/10.34632/catolicalawreview.2020.9320
Resumo: Today’s online businesses increasingly employ different AI tools to perform marketing and customer management tasks (e.g. target ad-vertising, product recommendations, personalised pricing, etc.). This de-velopment poses a threat to consumers autonomy as it increases the like-lihood of manipulative results in purchase decisions. This paper explains two ways in which the employment of AI can lead to distortive results in consumers’ decision-making. In addition, some reflections are proposed over the role of fair marketing law in protecting consumers, notably on how EU fair marketing law should change in response to the spread of AI-mediated commercial practices. In particular, the paper focuses on analysing the Unfair Commercial Practice Directive and the recent US leg-islative proposal for the Detour Act.
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spelling AI and consumers manipulation: what the role of EU fair marketing law?Today’s online businesses increasingly employ different AI tools to perform marketing and customer management tasks (e.g. target ad-vertising, product recommendations, personalised pricing, etc.). This de-velopment poses a threat to consumers autonomy as it increases the like-lihood of manipulative results in purchase decisions. This paper explains two ways in which the employment of AI can lead to distortive results in consumers’ decision-making. In addition, some reflections are proposed over the role of fair marketing law in protecting consumers, notably on how EU fair marketing law should change in response to the spread of AI-mediated commercial practices. In particular, the paper focuses on analysing the Unfair Commercial Practice Directive and the recent US leg-islative proposal for the Detour Act.As empresas online de hoje recorrem, cada vez mais, a dife-rentes ferramentas de Inteligência Artificial (IA) para executar tarefas de marketing e gestão de clientes (entre as quais a publicidade direcionada, as recomendações de produtos e a personalização de preços). Trata-se de um desenvolvimento que representa uma ameaça à autonomia dos consumidores, na medida em que aumenta a probabilidade de re-sultados manipulativos nas decisões de aquisição de bens e serviços. Este artigo elucida duas formas através das quais a utilização da IA pode conduzir a resultados distorcidos na tomada de decisões por parte dos consumidores. Além disso, são avançadas algumas reflexões sobre o papel que o direito da publicidade deve desempenhar na proteção dos consumidores, principalmente sobre como o direito da publicidade da UE deve responder à disseminação das práticas comerciais mediadas pela IA. O artigo foca-se, em particular, na análise da Diretiva sobre Práticas Comerciais Desleais e da recente proposta legislativa norte-americana para a adoção do Detour Act.Universidade Católica Portuguesa2020-05-01info:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/articleapplication/pdfhttps://doi.org/10.34632/catolicalawreview.2020.9320https://doi.org/10.34632/catolicalawreview.2020.9320Católica Law Review; Vol 4 No 2 (2020): Private law; 35-64Católica Law Review; v. 4 n. 2 (2020): Direito privado; 35-642184-03342183-933610.34632/catolicalawreview.2020.4.2reponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãoinstacron:RCAAPenghttps://revistas.ucp.pt/index.php/catolicalawreview/article/view/9320https://revistas.ucp.pt/index.php/catolicalawreview/article/view/9320/9395Direitos de Autor (c) 2020 Federico Gallihttp://creativecommons.org/licenses/by/4.0info:eu-repo/semantics/openAccessGalli, Federico2023-10-03T15:41:18Zoai:ojs.revistas.ucp.pt:article/9320Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-19T20:32:48.603904Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãofalse
dc.title.none.fl_str_mv AI and consumers manipulation: what the role of EU fair marketing law?
title AI and consumers manipulation: what the role of EU fair marketing law?
spellingShingle AI and consumers manipulation: what the role of EU fair marketing law?
Galli, Federico
title_short AI and consumers manipulation: what the role of EU fair marketing law?
title_full AI and consumers manipulation: what the role of EU fair marketing law?
title_fullStr AI and consumers manipulation: what the role of EU fair marketing law?
title_full_unstemmed AI and consumers manipulation: what the role of EU fair marketing law?
title_sort AI and consumers manipulation: what the role of EU fair marketing law?
author Galli, Federico
author_facet Galli, Federico
author_role author
dc.contributor.author.fl_str_mv Galli, Federico
description Today’s online businesses increasingly employ different AI tools to perform marketing and customer management tasks (e.g. target ad-vertising, product recommendations, personalised pricing, etc.). This de-velopment poses a threat to consumers autonomy as it increases the like-lihood of manipulative results in purchase decisions. This paper explains two ways in which the employment of AI can lead to distortive results in consumers’ decision-making. In addition, some reflections are proposed over the role of fair marketing law in protecting consumers, notably on how EU fair marketing law should change in response to the spread of AI-mediated commercial practices. In particular, the paper focuses on analysing the Unfair Commercial Practice Directive and the recent US leg-islative proposal for the Detour Act.
publishDate 2020
dc.date.none.fl_str_mv 2020-05-01
dc.type.status.fl_str_mv info:eu-repo/semantics/publishedVersion
dc.type.driver.fl_str_mv info:eu-repo/semantics/article
format article
status_str publishedVersion
dc.identifier.uri.fl_str_mv https://doi.org/10.34632/catolicalawreview.2020.9320
https://doi.org/10.34632/catolicalawreview.2020.9320
url https://doi.org/10.34632/catolicalawreview.2020.9320
dc.language.iso.fl_str_mv eng
language eng
dc.relation.none.fl_str_mv https://revistas.ucp.pt/index.php/catolicalawreview/article/view/9320
https://revistas.ucp.pt/index.php/catolicalawreview/article/view/9320/9395
dc.rights.driver.fl_str_mv Direitos de Autor (c) 2020 Federico Galli
http://creativecommons.org/licenses/by/4.0
info:eu-repo/semantics/openAccess
rights_invalid_str_mv Direitos de Autor (c) 2020 Federico Galli
http://creativecommons.org/licenses/by/4.0
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
dc.publisher.none.fl_str_mv Universidade Católica Portuguesa
publisher.none.fl_str_mv Universidade Católica Portuguesa
dc.source.none.fl_str_mv Católica Law Review; Vol 4 No 2 (2020): Private law; 35-64
Católica Law Review; v. 4 n. 2 (2020): Direito privado; 35-64
2184-0334
2183-9336
10.34632/catolicalawreview.2020.4.2
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repository.name.fl_str_mv Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
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