The exploitation of vulnerability through personalised marketing communication: are consumers protected?
The exploitation of vulnerability through personalised marketing communication: are consumers protected?
复制标题
通过个性化营销传播来利用脆弱性：消费者受到保护吗？
作者：
J. Strycharz;B. Duivenvoorde
：虽然营销中的数据驱动的个性化策略为消费者提供了几个好处，但它们也可能在社会和个人中造成新的差距和脆弱性。本文探讨了所谓的个性化营销沟通的应用可能以何种方式导致利用消费者的脆弱性，并通过调查消费者是否受到欧盟消费者保护法保护，从而建立在这一问题上的经验发现的基础上。我们展示了个性化可能导致利用内部和外部漏洞的多种方式，以及欧盟消费者法包含有效解决此类利用的重大障碍。
: While data-driven personalisation strategies in marketing offer consumers several benefits, they potentially also create new disparities and vulnerabilities in society, and in individuals. This article explores in what ways application of so-called personalised marketing communication may lead to exploitation of vulnerability of consumers and builds on empirical findings on the issue by investigating if consumers are protected against such vulnerabilities under EU consumer protection law. We show a number of ways in which personalisation may lead to exploitation of internal and external vulnerabilities and that EU consumer law contains significant barriers to effectively address such exploitation.