Governare la vulnerabilità: il consumatore nell’economia algoritmica della persuasione

In the contemporary digital environment, the notion of the average consumer undergoes a profound redefinition, as the predictive and persuasive logics of behavioral profiling reshape decision-making dynamics and contractual freedom. Microtargeting practices, grounded in systematic data analysis, transcend the paradigm of a rational and informed subject, delineating a consumer increasingly exposed to new forms of cognitive influence. Informational asymmetry expands into a technological dimension, generating a structural vulnerability that alters the contractual balance and reconfigures the power relationship between platforms and users. Within this framework, European law is called upon to develop protective mechanisms capable of integrating transparency,fairness, and data protection, advancing a regulatory model based on algorithmic accountability and the effective recognition of individual autonomy in the digital sphere.