Profiling and price and offer personalization in consumer contracts

Authors

  • Antoni Rubí Puig Pompeu Fabra University

DOI:

https://doi.org/10.1344/REYD2021.24.36304

Keywords:

Personalization, profiling, data protection, consumer contracts, price discrimination

Abstract

The possibility of processing large datasets and the development of AI-based algorithms and new analytical tools have smoothed the personalization of online consumer contracts. Through profiling and other processing of personal data, businesses manage to personalize their offers, information, prices and services for individual consumers or for consumer segments, and with that they can better meet their customers’ preferences. However, businesses may resort to personalization with the aims of appropriating the contractual surplus that would belong to consumers in a uniform scenario, and of manipulating their preferences as well. The legal regime currently provided for in the General Data Protection Regulation is insufficient to deal with these and other risks involved in personalization.

Author Biography

Antoni Rubí Puig, Pompeu Fabra University

Associate Professor of Civil Law
Pompeu Fabra University (Spain)

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Published

2021-09-14 — Updated on 2021-12-20

How to Cite

Rubí Puig, A. . (2021). Profiling and price and offer personalization in consumer contracts. Education and Law Review, (24). https://doi.org/10.1344/REYD2021.24.36304

Issue

No. 24 (2021): Relaciones contractuales en la era Digital

Section

Monographic Section

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