Unfair Commercial Practices in Digital Age
DOI:
https://doi.org/10.46282/bpf.2025.19Keywords:
unfair commercial practices, artificial intelligence, deepfake, consumer, digital technologies, legal liabilityAbstract
The spread of digital technologies creates several risk vectors for traders. In this article, the author addresses the issue of unfair commercial practices occurring in the digital space. One such practice is deepfake, which has a high potential to mislead consumers because it presents individuals as saying or doing things they never said or did, which can adversely affect consumers' economic decisions. Deepfakes can create highly convincing manipulated audio-visual content that may falsely portray products, services, or even the identity of the trader. Such fabricated material can spread quickly across online platforms, increasing the likelihood that consumers will rely on misleading or entirely false claims when making purchasing decisions.The situation is particularly alarming for traders that use digital marketing tools, as legal liability is a major issue, especially for consumer-oriented content. Using standard methods in social sciences, the author identify a correlation between artificial intelligence technologies and unfair practices in order to assess the adequacy of legal regulation.
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