Consumer Protection Towards the Use of Artificial Intelligence (AI) in Targeted Advertising and Personalised Pricing
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Abstract
The use of artificial intelligence in targeted advertising and personalised pricing may infringe consumer rights or negatively impact consumers. This research article therefore aims to study and analyse whether current Thai laws are suitable and sufficient to protect consumers in such cases. By comparing Thai laws with those of the European Union (EU), the article found that despite the similarities, the EU laws offer more effective detailed measures, technical regulation and pro-active protection than Thai laws. To increase the efficacy of Thai laws, significant modifications have been proposed. These include establishing guidelines for unfair advertising, providing clear text and details of information in communication for offering products or services, regulating the exchange of data for advertising purposes, regulating interface design, profiling and discrimination, enacting Digital Platform Economy Act B.E. … and laws related to the application of artificial intelligence.
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