Rechtsleer

Unfair Commercial Practices Directive, Chapter 2, Section 1, Article 6 Unfair Commercial Practices Directive, Chapter 2, Section 1, Article 7

Anyone reading publications in the field of marketing can see an important trend for the future. Companies are collecting more and more information about the decision-making behaviour of consumers. This brings companies ever closer to accurately predicting the behaviour of consumers, for example by using psychological profiles and recognising facial expressions. This article discusses what changes are to be expected in the field of data-driven marketing and whether the current protective ideas underlying consumer law provide sufficient basis to protect consumers against these developments. As the new developments are expected to create a new kind of inequality between trader and consumer, this article argues that it is time for a rethink of the protection ideas.