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Hyper-engaging mechanisms and the EU legal framework
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No contexto da economia da atenção, as plataformas online adotam práticas que capturam e prendem a atenção dos usuários, fazendo com que eles as utilizem mais frequentemente e por períodos prolongados. Essas práticas, aqui chamadas de Mecanismos de Hiper-engajamento, envolvem um conjunto complexo de estratégias que exploram as vulnerabilidades cognitivas das pessoas, direcionando o seu comportamento para o que é mais lucrativo para as plataformas. Além de serem uma forma de manipulação, esses mecanismos estão relacionados a consequências negativas para a saúde dos usuários, especialmente ao desenvolvimento de adição à internet. Em vista desses efeitos, esta dissertação analisa a legalidade dessas práticas sob a legislação da UE. A análise foca na Diretiva das Práticas Comerciais Desleais (DPCD), mas também inclui os propostos Regulamento Serviços Digitais (RSD) e Regulamento Inteligência Artificial (RIA). Com base na análise realizada, este trabalho defende que a DPCD proíbe os Mecanismos de Hiper-engajamento e que o texto atual do RIA veda o uso de inteligência artificial para o desenvolvimento desses mecanismos. O RSD, apesar de conter disposições que atacam diretamente os Mecanismos de Hiper-engajamento, estabelece que tais disposições não se aplicam às práticas já cobertas pela DPCD. Por fim, ressalta-se que este trabalho não almeja apresentar conclusões definitivas, mas sim demonstrar a relevância do problema apresentado e contribuir para a discussão acerca do papel da legislação da UE na proteção da autonomia e da saúde humanas na era digital.
In the context of the attention economy, online platforms adopt practices that capture and hold users’ attention, causing them to use these platforms more frequently and for prolonged periods. These practices, here called Hyper-engaging Mechanisms, involve a complex set of strategies that exploit people’s cognitive vulnerabilities, directing their behaviour toward what is most profitable for the businesses. Besides being a form of manipulation, these mechanisms are related to negative consequences for users’ health, especially the development of internet addiction. In view of these effects, this dissertation analyses the lawfulness of these practices under the EU legal framework. It focuses on the Unfair Commercial Practices Directive (UCPD) but also includes the proposals for the Digital Services Act (DSA) and the Artificial Intelligence (AI) Act. Based on the analysis, this work concludes that the UCPD prohibits Hyper-engaging Mechanisms and that the current text of the AI Act prohibits using AI to develop such mechanisms. The DSA, despite containing provisions that directly tackle Hyper-engaging Mechanisms, establishes that such provisions do not apply to practices already covered by the UCPD. Lastly, it is worth noting that this research does not aim to present definitive conclusions but rather to demonstrate the relevance of the posed problem and contribute to the discussion about the role of EU law in protecting human autonomy and health in the digital age.
In the context of the attention economy, online platforms adopt practices that capture and hold users’ attention, causing them to use these platforms more frequently and for prolonged periods. These practices, here called Hyper-engaging Mechanisms, involve a complex set of strategies that exploit people’s cognitive vulnerabilities, directing their behaviour toward what is most profitable for the businesses. Besides being a form of manipulation, these mechanisms are related to negative consequences for users’ health, especially the development of internet addiction. In view of these effects, this dissertation analyses the lawfulness of these practices under the EU legal framework. It focuses on the Unfair Commercial Practices Directive (UCPD) but also includes the proposals for the Digital Services Act (DSA) and the Artificial Intelligence (AI) Act. Based on the analysis, this work concludes that the UCPD prohibits Hyper-engaging Mechanisms and that the current text of the AI Act prohibits using AI to develop such mechanisms. The DSA, despite containing provisions that directly tackle Hyper-engaging Mechanisms, establishes that such provisions do not apply to practices already covered by the UCPD. Lastly, it is worth noting that this research does not aim to present definitive conclusions but rather to demonstrate the relevance of the posed problem and contribute to the discussion about the role of EU law in protecting human autonomy and health in the digital age.
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Attention economy Online platforms Engagement Internet addiction Digital services act Artificial intelligence act Online manipulation Unfair commercial practices