PROTECTION OF AN “AVERAGE CONSUMER” IN THE DIGITAL SOCIETY – EUROPEAN CONTEXT
Journal Title: Marketing Identity - Year 2015, Vol 3, Issue 1
Abstract
In light of the conference theme this academic paper deals with the issue of legal protection of consumers in the digital society. The authors describe the concept of a typical consumer to whom legal protection is provided by the legal framework as a standard and compare it with the new concept of an “average consumer “that has been established by case law of the European Court of Justice. Special attention is paid to assessment of an “average consumer” in the context of the internet (in the era of a digital society) and the fact that several court decisions issued in the Slovak and Czech Republics have granted higher legal protection to the internet’s “average consumer” than to the “average consumer” in other areas of legal relations (for example, bricks-and-mortar shopping).
Authors and Affiliations
Marek Švec, Andrea Olšovská, Ladislav Mura
Keywords
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