Algorithmic governance and the need for consumer empowerment in data-driven markets

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The present article argues that the fact that personal data holds great value, in combination with a lack of transparency in its commercial use, leads to a need for consumer policy that strengthens consumer protection. The widespread practice of user agreements and consent-based regulation of personal data collection is not satisfactory for balancing these information-asymmetric markets. The lack of transparency deriving from the complex and massive datafication of consumers – where consumers are profiled, data is brokered and the algorithmically automated decision-making is opaque – speaks to the need for improved supervision at a more structural level above and beyond the individual consumer’s choices, preferably by more active consumer protection authorities.
Original languageEnglish
Number of pages12
JournalInternet Policy Review
Issue number2
Publication statusPublished - 2018 May 15

Subject classification (UKÄ)

  • Law and Society


  • automated decision-making
  • Consumer profiling
  • Consumer protection
  • Informed Consent
  • Transparency


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