Augmented reality, advertising and consumer protection in the light of European Union law

• Autores: Cecilia Isola
• Localización: Actualidad jurídica iberoamericana, ISSN 2386-4567, Nº. 18, 2023, págs. 1478-1509
• Idioma: inglés
• Enlaces
  • Texto completo (pdf)
• Resumen
  • English

    Augmented reality (AR) is a technology that has been actively integrated into marketing strategies in recent years. This technology allows to overlay the physical environment with virtual elements, which can interact with the real surroundings in real time, holds the potential to affect a wide range of consumer activities, including information searches and product testing. This article focuses on the key features of AR advertising, which may raise fairness concerns from the perspective of EU Consumer Law, investigating whether the current EU legal framework on unfair commercial practices meets the challenges of new technologies.

  • italiano

    La realtà aumentata (AR) è una tecnologia immersiva che, negli ultimi anni, è stata attivamente integrata nelle pratiche commerciali tra imprese e consumatori. Questa tecnologia permette di sovrapporre, in tempo reale, l’ambiente fisico con elementi virtuali ed è in grado di influenzare un’ampia gamma di attività dei consumatori, tra cui la ricerca di informazioni e la possibilità di testare prodotti da casa senza recarsi in negozio o acquistarli. Questo articolo si concentra sulle caratteristiche della pubblicità AR e sui i potenziali rischi per la salute, sicurezza ed interessi economici dei consumatori, indagando se l’attuale quadro giuridico europeo in materia di pratiche commerciali sleali è in grado di affrontare le sfide derivanti dallo sviluppo delle nuove tecnologie.

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