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22대 대한민국 국회 국회정보길라잡이 국회의원검색
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Title page

Contents

1. Introductory remarks 6

2. Review and analysis of the legal framework 7

2.1. The Unfair Commercial Practices Directive (UCPD) 7

2.2. The Consumer Rights Directive (CRD) 8

2.3. The Unfair Contract Terms Directive (UCTD) 8

2.4. The E-Commerce Directive 8

2.5. The average consumer threshold 10

3. Legal assessment of the identified commercial practices 11

3.1. Disguised advertisement practices 11

3.1.1. Native advertising 11

3.1.2. Influencer marketing 12

3.1.3. Advertorials 13

3.1.4. Disguised advertisement practices: the blacklisted practices 13

3.1.5. Disguised advertisement practices and the general prohibitions of the UCPD (Articles 6 and 7) 16

3.1.6. Disguised advertisement in light of the behavioural experiments 18

3.1.7. Outcome of the legal assessment 20

3.2. Social proof practices 21

3.2.1. Artificial boosting of social proof indicators 22

3.2.2. Extrapolation of social endorsements 23

3.2.3. Other practices linked to social proof 24

3.2.4. Social proof practices: the blacklisted practices 25

3.2.5. Social proof practices: the UCPD general prohibitions 25

3.2.6. Social proof practices: behavioural insights 27

3.2.7. Outcome of the legal assessment 28

3.3. Data gathering and targeting practices 29

3.3.1. User tracking 29

3.3.2. Custom audience targeting 30

3.3.3. Social media logins 31

3.3.4. Data gathering and targeting practices: the blacklist 32

3.3.5. Data gathering and targeting practices under the UCPD general prohibitions 33

3.3.6. Outcome of the legal assessment 33

3.4. Other problematic practices 35

4. Conclusions 36

4.1. Disguised advertising practices 36

4.2. Practices involving social proof practices 37

4.3. Data gathering and targeting practices 38

4.4. Other problematic practices 39

4.5. Non-practice specific legal policy recommendations 39

4.6. General discussion of the current legal context 41

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