Transparency and Fairness in the Digital Environment

The rapid development of digital technologies changes completely the environment in which one is acting on a daily basis on the market, what affects businesses, users and their rights and obligations. In the digital environment, a decision making is affected by algorithms and programming languages of digital technologies. The users acting in the digital market do not possess the necessary knowledge, skills, expertise and understanding of these extremely complex technologies. They are entering online transactions by clicking and accepting various conditions, cookies, privacy policies, standard terms and conditions.

Empirical studies confirm that the terms and conditions are usually not read and insufficiently understood and that the key information is not made available in a plain and understandable i.e., transparent manner. Therefore, the provision of information and consequently the transparency and fairness in online transactions can be seriously questioned. In a digital environment in which user choices are not the result of rational and informed decisions, but the consequences of manipulative web design, profiling techniques or dark patterns, as well as other unfair digital technologies and business practices, the so-called digital vulnerability occurs.

The law, together with other disciplines, plays an important role in preventing the digital vulnerability by strengthening of transparency and fairness in the digital environment. The aim of this project is to develop and propose practical guidelines in an innovative and interdisciplinary way, and in cooperation with the real sector, which contribute to the efficient functioning and strengthening of transparency and fairness in the digital environment in the long term and in a sustainable way. The project follows the objectives of an innovative and open society and the proposed solutions take into account the inclusion of digitally vulnerable groups and raising awareness of citizens in a complex digital environment. Planned project activities and results will contribute to internationalization, and the goals of open science, knowledge transfer and digital development.