suggested citation: G. Calabrò, G. Codacci Pisanelli, Consumer protection in digital markets: the Italian Competition Authority’s experience, lceonline (www.lceonline.eu), 3/2025, II/Rubriche, p. 99 ss.
key words: consumer protection, digital markets, unfair commercial practices, dark patterns, online platforms, personal data, AGCM, Digital Services Act
abstract: The article examines the role played by the Italian Competition Authority (AGCM) in protecting consumers in digital markets, which are characterised by rapid technological evolution and increasing information asymmetries. After outlining the European and national legal framework, with particular attention to recent legislative developments, the analysis reviews the Authority’s main enforcement trends: beginning with aspects related to e-commerce and the absence of physical interaction with traders, to deceptive practices involving reviews, rankings and covert advertising, and to challenges arising from dark patterns, personalised interfaces and the exploitation of personal data as consideration in “zero-priced” digital services. The paper highlights how traditional consumer-protection tools have progressively adapted to new digital dynamics and explores the interplay between the Consumer Code and the Digital Services Act, as well as the coordination among competent authorities. It concludes by emphasising the flexibility of the existing framework and the importance of timely and cooperative enforcement to ensure a high level of consumer protection in the digital economy.
