I.1 EU: INTEGRATION, TRENDS Behavioural Biases and Marketing Law in European and Hungarian Consumer Protection Policy
I.1 EU: INTEGRATION, TRENDS Behavioural Biases and Marketing Law in European and Hungarian Consumer Protection Policy

Summary/Abstract: Consumer protection can no longer be understood solely within the framework of traditional advertising and competition law. Marketing law, which we interpret as an umbrella concept at the intersection of advertising law, consumer protection, commercial communication, and marketing, has become an interdisciplinary field in which legislation and law enforcement must integrate insights from economics, psychology, and communication studies. The growing importance of behavioural economics highlights the fact that consumers’ choices are systematically shaped by heuristics, biases and choice architectures, which are often exploited through sophisticated marketing strategies, including digital and algorithm-driven practices. In this context, both EU initiatives, such as the Unfair Commercial Practices Directive and the Consumer Protection New Deal, and national implementations, such as the Hungarian ‘UCP’, clearly illustrate the legal system’s endeavour to keep pace with evolving market practices. Against this background, the central research question is how legal regulation can protect consumers from predictable decision-making errors in an environment where marketing increasingly relies on scientifically grounded techniques of influence and manipulation.

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