The Governance of Algorithms: Profiling and Personalisation of Online Content in the Context of European Consumer Law

This contribution aims at analysing the current European regulatory framework aimed at protecting online users against the risks of digital content profiling and personalisation practices by online platforms. Indeed, algorithms exploit human weaknesses and emotions to influence users' purchasing behaviour in a context where the line between mere persuasion (accepted within a certain limit by law) becomes manipulation. After analysing the current regulation on the subject and giving an account of its major criticalities, some final considerations will be provided in order to identify possible future developments in the EU consumer discipline to ensure greater protection against algorithm abuse.