La personnalisation illicite - La perspective du droit européen de la consommation
(2020) Le big data et le droit — ISBN: [978-2-247-18744-7], p. 249-271, published
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- (en) In this article, we take a critical view of the protection offered by European consumer law in terms of consumer protection against personalization practices, some of which nevertheless seem to be in need of regulation. We are examining the regime applicable to personalization practices with regard to the rules currently in force (directive on unfair commercial practices) and new ones (“modernization” directive). We note that the well-known normative ambivalence of European consumer law - aimed at consumer protection but also at a thriving internal market. This dual purpose explains a relatively unprotective regime for consumers with regard to personalization practices. Indeed, if it cannot be excluded that certain personalization practices fall under the prohibition of unfair commercial practices, many uncertainties remain. In addition, the "modernization" directive gives a legislative blessing to personalization practices. Current rules emphasize consent to personalization and consumer information. These classic tools of the legislator's panoply seem rather ill-suited. More fundamentally, the applicable European law does not seem to be based on an adequate conceptual and normative framework. In particular, the criteria are lacking when it comes to assessing the loyalty of an inference made from collected data.
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Sibony, A.-L., & Clifford, D. (2020). La personnalisation illicite - La perspective du droit européen de la consommation. In Florence G’sell (ed.), Le big data et le droit (p. p. 249-271). DALLOZ.