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Regleringen av marknadsföring på internet och mellanhänders ansvar i ljuset av Digital Service Act

Jendbro, Tom LU (2024) JURM02 20242
Department of Law
Faculty of Law
Abstract (Swedish)
Inom det senaste decenniet har marknadsföring spridit sig till ett brett spektrum av medier. Däribland marknadsföringsåtgärder som förekommer på internet. Sådan marknadsföring faller under olika tillämpliga bestämmelser beroende på vilken konsumentgrupp eller land som verksamheten riktar sin marknadsföring mot och även vilket land som verksamheten är etablerad i.
Den svenska marknadsföringslagen är av allmän- och teknikneutral karaktär för att tillåta flexibilitet under den snabba teknologiska utvecklingen. Lagen har också traditionellt tillämpat en effektlandsprincip som innebär att svensk marknadsföringsrätt är tillämplig på marknadsföringsåtgärder som har sin effekt på svenska konsumenter eller som riktar sig mot den svenska... (More)
Inom det senaste decenniet har marknadsföring spridit sig till ett brett spektrum av medier. Däribland marknadsföringsåtgärder som förekommer på internet. Sådan marknadsföring faller under olika tillämpliga bestämmelser beroende på vilken konsumentgrupp eller land som verksamheten riktar sin marknadsföring mot och även vilket land som verksamheten är etablerad i.
Den svenska marknadsföringslagen är av allmän- och teknikneutral karaktär för att tillåta flexibilitet under den snabba teknologiska utvecklingen. Lagen har också traditionellt tillämpat en effektlandsprincip som innebär att svensk marknadsföringsrätt är tillämplig på marknadsföringsåtgärder som har sin effekt på svenska konsumenter eller som riktar sig mot den svenska marknaden. Med e-handelsdirektivets föreskrivna ursprungslandsprincip som rör informationssamhällets tjänster, som med andra ord innebär i princip all online-aktivitet, har emellertid effektlandsprincipen slagits ur spel gällande gränsöverskridande marknadsföring på internet. Ursprungslandsprincipen innebär att en marknadsföringsåtgärd från utlandet ska tillämpa ursprungs-landets lagstiftning. Undantagsvis kan däremot avstamp från e-handelslagens ursprungsprincip motiveras utifrån 3 § 2 st. e-handelslagen samt 6 § e-handelslagen, rörande allmän ordning och säkerhet, folkhälsan eller skydd för konsumenter, som får särskild relevans för den svenska alkoholregleringen. Både marknadsdomstolen och Patent- och marknadsdomstolen har knapphändigt behandlat problematiken och har till synes prioriterat att tillämpa effektlandsprincipen i trots e-handelslagens föreskrivna ursprungslandsprincip.
Uppsatsen behandlar även den nytillkomna Digital Service Act (DSA) och hur dess föreskrifter påverkar vilka annonser som når konsumenter online och möjligheten att avlägsna sådant material. Mellanhänders ansvar och an-svarsfrihet utreds och det fastställs att passivitetsrekvisiten i dagsläget kräver framtida utredning. Onlineplattformar automatiserar mycket av filtrering av användarmaterial varpå det har ifrågasatts hur passiva leverantörer egentligen är. Inom ramen för DSA och e-handelsdirektivet konstateras även att dagens internetkonsumenter sannolikt kommer utsättas för otillbörliga affärsmetoder såsom dark patterns (bl.a. vilseledande gränssnitt) och således uppnås inte EU:s önskade konsumentskydd, bland annat på grund av faktorer såsom bristfällig implementering, rättslig osäkerhet och fragmenterad lagstiftning mellan medlemsstaterna. (Less)
Abstract
During the last decade marketing has spread to a wide variety of media. Among these media are advertisement actions that can be seen on the Internet. Those marketing actions are covered by different types of regulations depending on which consumer group or country a business aims its advertisement towards and which country the business is established in.
The Swedish Marketing Law is of general and technology neutral character to allow for a flexible application to the swift technological advancement. Traditionally, the law has applied a principle of wherever an effect of a advertisement should determine which country’s law that will be applicable. For instance, a marketings action which partly or exclusively targets Swedish consumers, or... (More)
During the last decade marketing has spread to a wide variety of media. Among these media are advertisement actions that can be seen on the Internet. Those marketing actions are covered by different types of regulations depending on which consumer group or country a business aims its advertisement towards and which country the business is established in.
The Swedish Marketing Law is of general and technology neutral character to allow for a flexible application to the swift technological advancement. Traditionally, the law has applied a principle of wherever an effect of a advertisement should determine which country’s law that will be applicable. For instance, a marketings action which partly or exclusively targets Swedish consumers, or the Swedish market will have its effect in Sweden and hence apply Swedish law. This principle is however in direct conflict with the e-commerce directive’s country of origin principle. The country-of-origin principle stipulates that any action regarding the information society services will apply the national regulations of the country from which the action originates. Since the information society services cover any online activity, it has precedence over the Swedish principle of effect on any advertising actions taken on the Internet. There is, however, an exception to this rule in the Swedish e-commerce law in section 3, 2p. and section 6 which stipulates that an advertisement action can be stopped in regard to public order and safety, public health or consumer protection, which are of particular rele-vance to the Swedish alcohol regulation. Both the Swedish market court and the patent and market court has scarcely investigated the conflict but seem to favor the principle of effect, which is in direct conflict with the e-commerce stipulated country-of-origin principle.
The paper also highlights the new Digital Service Act (DSA) and how its regulations affects which ads reach consumers and the possibility to remove such material. Intermediaries' responsibility and freedom from liability are investigated and it is established that the passivity requirement currently requires future investigation. Online platforms automate much of the filtering of user material and it has been questioned how passive the providers really are. Within the framework of the DSA and the e-commerce directive, it is also established that today's internet consumers are likely to be exposed to improper business practices such as dark patterns thus the EU's desired consumer protection is not achieved, due to factors such as poor implementation, legal uncertainty and fragmented legislation between Member States. (Less)
Please use this url to cite or link to this publication:
author
Jendbro, Tom LU
supervisor
organization
alternative title
The regulation of internet marketing and the liability of intermediaries in the light of the Digital Services Act
course
JURM02 20242
year
type
H3 - Professional qualifications (4 Years - )
subject
keywords
immaterialrätt, EU-rätt, IT-rätt
language
Swedish
id
9180326
date added to LUP
2025-01-16 12:53:25
date last changed
2025-01-16 12:53:25
@misc{9180326,
  abstract     = {{During the last decade marketing has spread to a wide variety of media. Among these media are advertisement actions that can be seen on the Internet. Those marketing actions are covered by different types of regulations depending on which consumer group or country a business aims its advertisement towards and which country the business is established in. 
The Swedish Marketing Law is of general and technology neutral character to allow for a flexible application to the swift technological advancement. Traditionally, the law has applied a principle of wherever an effect of a advertisement should determine which country’s law that will be applicable. For instance, a marketings action which partly or exclusively targets Swedish consumers, or the Swedish market will have its effect in Sweden and hence apply Swedish law. This principle is however in direct conflict with the e-commerce directive’s country of origin principle. The country-of-origin principle stipulates that any action regarding the information society services will apply the national regulations of the country from which the action originates. Since the information society services cover any online activity, it has precedence over the Swedish principle of effect on any advertising actions taken on the Internet. There is, however, an exception to this rule in the Swedish e-commerce law in section 3, 2p. and section 6 which stipulates that an advertisement action can be stopped in regard to public order and safety, public health or consumer protection, which are of particular rele-vance to the Swedish alcohol regulation. Both the Swedish market court and the patent and market court has scarcely investigated the conflict but seem to favor the principle of effect, which is in direct conflict with the e-commerce stipulated country-of-origin principle. 
The paper also highlights the new Digital Service Act (DSA) and how its regulations affects which ads reach consumers and the possibility to remove such material. Intermediaries' responsibility and freedom from liability are investigated and it is established that the passivity requirement currently requires future investigation. Online platforms automate much of the filtering of user material and it has been questioned how passive the providers really are. Within the framework of the DSA and the e-commerce directive, it is also established that today's internet consumers are likely to be exposed to improper business practices such as dark patterns thus the EU's desired consumer protection is not achieved, due to factors such as poor implementation, legal uncertainty and fragmented legislation between Member States.}},
  author       = {{Jendbro, Tom}},
  language     = {{swe}},
  note         = {{Student Paper}},
  title        = {{Regleringen av marknadsföring på internet och mellanhänders ansvar i ljuset av Digital Service Act}},
  year         = {{2024}},
}