LEGAL PROTECTION IN ALGORITHMIC CONSUMER MARKETS: A SYSTEMIC APPROACH TO PLATFORM LIABILITY AND DIGITAL CONTRACTS

The relevance of this study stems from the transformational changes in consumer legal relations in the context of digitalization and the development of the platform economy, which are accompanied by an increase in the structural vulnerability of consumers and a decrease in the effectiveness of traditional legal protection mechanisms. The purpose of the study is to substantiate directions for improving legal mechanisms for consumer protection, and the subject of the study is defined as consumer legal relations arising in the digital and platform environment. The theoretical basis of the study is the provisions of modern consumer law doctrine, the concept of structural asymmetry in digital markets, behavioral approaches, and the development of European regulatory law, with the simultaneous application of general scientific and specific legal methods of analysis, synthesis, comparison, and generalization. The study demonstrated that digital platforms play an active role in shaping consumer choice, leading to a transformation of the right to informed choice, fair contract terms, and effective legal remedies. It has been demonstrated that personalized commercial practices and algorithmic ranking mechanisms undermine consumer autonomy and require preventive legal regulation. The feasibility of a functional approach to the responsibility of digital platforms and the development of collective mechanisms for consumer protection was substantiated. The practical significance of the results lies in their potential use for improving national legislation, harmonizing it with European Union legislation, and forming effective state policy for consumer protection.