Ioana-Daria Baltag

  Faculty of Law | Bachelor European Law School 

"Like, Subscribe and Find a Fair Balance… The Digital Services’ Personalized Content and What the Consumers Think of Them"

Ioana-Daria's elevator pitch
In the past few years, consumers’ personal data has become a tradable asset when contracting with digital service providers, such as social media apps. Consumers give up their personal information to the platform, either to receive a personalized service or to generate personalized advertisements. However, these personalization practices could trigger privacy or consumer protection issues which the EU has aimed to remedy through several different instruments (UCPD, UCTD and GDPR). By conducting an empirical study looking at consumers’ fairness perception of personalization, this essay explores whether the protective measures imposed by legislation mirror consumers’ needs and behaviours.