Algorithmic Marketing and EU Law on Unfair Commercial Practices

Acknowledgment
Contents
Abbreviations
List of Tables
Chapter 1: Some Preliminary Remarks
	1.1 Marketing at the AI Turn
	1.2 More Than Privacy: Commercial Fairness and Consumer Protection
	1.3 A Contextual Definition of Artificial Intelligence
	1.4 The Structure of the Book
	References
Part I: Introducing Algorithmic Marketing
	Chapter 2: Algorithmic Marketing
		2.1 Presenting the Algorithmic Marketing Concept
		2.2 Algorithmic Marketing: A Brief History
			2.2.1 Expert Systems, Expert Business
			2.2.2 Database Marketing and the First Applications of Neural Networks
			2.2.3 Software Agents in E-commerce
			2.2.4 The Uptake of Big Data and Machine Learning: Data-Driven Advertising
			2.2.5 Deep Learning and AI-Powered Marketing
		2.3 Algorithmic Marketing: Main Technologies
			2.3.1 Big Data
			2.3.2 Machine Learning
				2.3.2.1 Supervised Learning
				2.3.2.2 Unsupervised Learning
				2.3.2.3 Reinforcement Learning
			2.3.3 Deep Learning
			2.3.4 Natural Language Processing
			2.3.5 Speech Recognition
			2.3.6 Computer Vision
		2.4 Algorithmic Marketing: Actors and Models
			2.4.1 In-House AI
			2.4.2 AI as a Platform
			2.4.3 AI in Marketing and Advertising Services
			2.4.4 AI as a Product
		References
Part II: Algorithmic Marketing Practices
	Chapter 3: Data-Driven Surveillance
		3.1 The New Marketing Research
			3.1.1 Data Gathering and Exchanges
			3.1.2 Profiling and Audience Creation
			3.1.3 Scores and Other Predictions
		3.2 Data Research Through the Prism of Surveillance
			3.2.1 The Characteristics of Big Data Surveillance
			3.2.2 Algorithmic Assemblage and the Production Paradigm
		3.3 Commercial Surveillance and the Struggle for Privacy
			3.3.1 Introducing Consumer Privacy
			3.3.2 Consenting Privacy Away
			3.3.3 The Economic Value of Personal Information
		References
	Chapter 4: Predictive Personalisation
		4.1 The One-to-One Experience
			4.1.1 Targeted Advertising
			4.1.2 Recommendations
			4.1.3 Dynamic Websites
		4.2 Unveiling Personalisation
			4.2.1 Persona and Personalisation
			4.2.2 Control Through the Choice Interface
		4.3 Challenges to Consumer Autonomy
			4.3.1 Preference Formation and Autonomy Traps
			4.3.2 Choice Traps, Dark Patterns, and Persuasion Profiling
		References
	Chapter 5: Empathetic Connection
		5.1 The Two Faces of Empathetic Connection
		5.2 Emotional Marketing
			5.2.1 Psychographic Profiling
			5.2.2 Sentiment Analysis
			5.2.3 Emotion Analytics
		5.3 The Problem of Emotional Monetisation
			5.3.1 The New Hidden Persuaders
			5.3.2 Strategies of Emotional Monetisation
		5.4 Human-Like Communication
			5.4.1 Chatbots
			5.4.2 Voice Assistants
		5.5 The Troubles with Voice Interfaces
			5.5.1 The Power of Human
			5.5.2 Entering the Private Sphere
		References
Part III: Algorithmic Marketing and EU Law on Commercial Practices
	Chapter 6: EU Law on Unfair Commercial Practices
		6.1 Commercial Practices on Trial
		6.2 Introducing EU Law on Unfair Commercial Practices
		6.3 Assessing the Business-Consumer Relationship
			6.3.1 The Market-Based Rationale for Fairness
			6.3.2 The Average and the Vulnerable Consumer
			6.3.3 Professional Diligence and Self-regulation
		6.4 Regulatory Disconnection: Plotting the Legal Analysis
		References
	Chapter 7: Digital Vulnerability
		7.1 The Vulnerable Consumer in EU Law
			7.1.1 The Initial Interest of Consumer Law in the Weaker Party
			7.1.2 Vulnerability as a Social Concept for Marginalised People
			7.1.3 Vulnerability as a Diminished Capacity of Certain Groups of Consumers to Deal with Commercial Practices
		7.2 Vulnerability in the Directive on Unfair Commercial Practices
		7.3 A Look at the Contemporary Discussion on Consumer Vulnerability
		7.4 Layers of Digital Vulnerability
			7.4.1 The Layer of Personal Characteristics
			7.4.2 Situational Layers
			7.4.3 The Privacy Layer
			7.4.4 The Architectural Layer
		7.5 Policy Implications
		References
	Chapter 8: Algorithmic Manipulation
		8.1 A Renewed Interest in Regulating Market Manipulation
		8.2 Manipulation and EU Consumer Law: The Quest for a Principle of Consumer Autonomy
		8.3 Algorithmic Marketing and the UCPD: Material Distortion
		8.4 Algorithmic Marketing and the UCPD: Misleading Practices
			8.4.1 Misleading Data Practices
			8.4.2 Misleading Personalization
			8.4.3 Misleading Practices and Emotions
		8.5 Algorithmic Marketing and the UCPD: Aggressive Practices
			8.5.1 Algorithmic Undue Influence
			8.5.2 Digital Harassment and Privacy
		8.6 The Requirement of Professional Diligence
		8.7 Legal Enforcement
			8.7.1 Barriers to Enforcement
			8.7.2 The Perspective of Reversing the Burden of Proof
		8.8 Policy Implications
		References
	Chapter 9: EU Law on Fair Trading 2.0: A New Hope
		9.1 A Future To Be Avoided
		9.2 Algorithmic Marketing and the Potential Implications of the AIA, DSA, and DMA Proposals
		9.3 The Unfair Commercial Practices Directive: De Lege Lata and De Lege Ferenda
		References