REDEFINING CONSUMER RIGHTS IN THE AGE OF ALGORITHMS: DATA PRIVACY, CONSENT, AND PLATFORM ACCOUNTABILITY

AUTHORS – ADV MONICA MADAAN* & ARRYAN MOHANTY**

* LLM STUDENT OF KR MANGALAM UNIVERSITY, GURUGRAM

** STUDENT OF SYMBIOSIS LAW SCHOOL, NAGPUR

BEST CITATION – AMAN MUJEEB, REDEFINING CONSUMER RIGHTS IN THE AGE OF ALGORITHMS: DATA PRIVACY, CONSENT, AND PLATFORM ACCOUNTABILITY, ILE CONSUMER PROTECTION LAW AND REVIEW, 3 (1) OF 2025, PG. 01-16, APIS -3920-0023 | ISSN – 2583-8024.

Abstract

The swift advancement of digital markets has significantly altered the consumer experience, brought about new conveniences, and also subjected consumers to intricate and frequently unclear digital practices. In this digital age, algorithms, data analysis, and artificial intelligence are central to influencing consumer decisions, customising content, and regulating access to products and services. This paper offers a critical examination of the changing landscape of consumer rights in response to these technological advancements, focusing specifically on data privacy, informed consent, and the accountability of digital platforms. It contends that existing consumer protection laws, crafted initially for physical goods and straightforward transactions, are increasingly insufficient in tackling the challenges introduced by algorithmic decision-making, deceptive design practices, and data-driven profiling. The study delves into the overlap between consumer rights and data protection regulations, evaluating whether consumers genuinely have significant control over their data given the existence of long, complex, and often misleading consent processes. Additionally, it explores the responsibility of e-commerce platforms and digital intermediaries concerning problems such as misleading advertisements, fraudulent reviews, and the impact of sponsored promotions. This paper highlights effective practices and reveals deficiencies in the current legal structure by conducting a comparative analysis of global regulatory frameworks. In conclusion, the paper advocates for rediscovering consumer rights in the digital realm, which guarantees transparency, fairness, and accountability from digital service providers, while equipping consumers with genuine control over their digital identities and decisions.