Alla känner apan: En analys av förhållandet mellan profilbaserad marknadsföring och 36 § avtalslagen
(2025) LAGF03 20251Department of Law
Faculty of Law
- Abstract
- In today’s digitalized society, consumer information plays a key role in commercial practices. Through the collection and analysis of such information, businesses come closer to their consumers than ever before, and are able to tailor offers and interactions to the unique habits and personality traits of individuals. A particularly important technique for the processing of this information is digital profiling.
Digital profiling offers many opportunities, but also comes with significant challenges and risks. The technology allows businesses to gain insight into the unique vulnerabilities of individual consumers – something that, through targeted marketing, can be used in ways that challenge the boundary between acceptable business... (More) - In today’s digitalized society, consumer information plays a key role in commercial practices. Through the collection and analysis of such information, businesses come closer to their consumers than ever before, and are able to tailor offers and interactions to the unique habits and personality traits of individuals. A particularly important technique for the processing of this information is digital profiling.
Digital profiling offers many opportunities, but also comes with significant challenges and risks. The technology allows businesses to gain insight into the unique vulnerabilities of individual consumers – something that, through targeted marketing, can be used in ways that challenge the boundary between acceptable business practices and outright exploitation.
This text examines to what extent marketing based on consumer profiling may be considered within the framework of paragraph 36 of the Contracts Act’s assessment of fairness. To achieve this, it first outlines the meaning and application of profiling. It then clarifies the underlying objectives of paragraph 36, as well as the relevant criteria used in the assessment made under the paragraph. The analysis concludes that profile-based marketing, in cases where it exploits consumers’ more acute vulnerabilities, may fall within the scope of paragraph 36. Contracts resulting from the type of marketing in question can be regarded as outcomes of an exploitation of unequal bargaining positions, and the marketing likened to surprise tactics.
The final discussion also addresses the court´s decision in case PMT 4156-21, in which a large number of contracts between a gambling company and one of its consumers were declared invalid due to the company’s possession of consumer data. The court’s rejection of paragraph 36’s applicability in this case is criticized.
The text further argues that the use of automated decision-making in profile-based marketing does not preclude the application of paragraph 36 of the Contracts Act. (Less) - Abstract (Swedish)
- I dagens digitaliserade samhälle har konsumentinformation en central betydelse för kommersiell verksamhet. Genom insamling och analys av sådan information kommer företag sina konsumenter nära, och kan anpassa erbjudanden och interaktioner efter deras unika vanor och personlighetsdrag. En särskilt viktig teknik för informationsbehandlingen är digital profilering.
Digital profilering kommer med många möjligheter, men också omfattande utmaningar och risker. Genom tekniken kan näringsidkare få insikt i varje enskild konsuments unika sårbarheter – någonting som genom exempelvis riktad marknadsföring sedan kan användas på ett sätt som balanserar på gränsen mellan acceptabel affärsverksamhet och ett regelrätt utnyttjande.
Aktuell text... (More) - I dagens digitaliserade samhälle har konsumentinformation en central betydelse för kommersiell verksamhet. Genom insamling och analys av sådan information kommer företag sina konsumenter nära, och kan anpassa erbjudanden och interaktioner efter deras unika vanor och personlighetsdrag. En särskilt viktig teknik för informationsbehandlingen är digital profilering.
Digital profilering kommer med många möjligheter, men också omfattande utmaningar och risker. Genom tekniken kan näringsidkare få insikt i varje enskild konsuments unika sårbarheter – någonting som genom exempelvis riktad marknadsföring sedan kan användas på ett sätt som balanserar på gränsen mellan acceptabel affärsverksamhet och ett regelrätt utnyttjande.
Aktuell text syftar till att undersöka i vilken mån marknadsföring byggd på
konsumentprofilering kan beaktas inom ramen för 36 § avtalslagens oskälighetsbedömning. För att uppnå syftet redogörs inledningsvis för innebörden
och användningen av profilering. Därefter klargörs dels vilka bakomliggande
syften som finns till 36 § avtalslagen, dels vad dess, för frågeställningen relevanta, bedömningsgrunder innefattar. Avslutningsvis konstateras hur profilbaserad marknadsföring, i fall då den utnyttjar konsumenters mer akuta svagheter, kan beaktas inom ramen för 36 § avtalslagen. Avtalsslut som följer på
aktuell typ av marknadsföring kan i dessa fall betraktas som ett utnyttjande
av förhandlingsläget, samt liknas med överraskningstaktik.
Den avslutande diskussionen behandlar därutöver domstolens avgörande i
målet PMT 4156-21, i vilket ett stort antal avtal mellan ett spelbolag och en
av deras kunder ogiltigförklarades som en följd av bolagets innehav av konsumentdata. Rättens avfärdande av 36 § avtalslagens tillämplighet ifrågasätts
här.
I texten konstateras även hur automatiska beslutsprocessers roll i profilbaserad marknadsföring inte hindrar 36 § avtalslagens tillämplighet. (Less)
Please use this url to cite or link to this publication:
http://lup.lub.lu.se/student-papers/record/9190339
- author
- Acosta Nyman, Alexander LU
- supervisor
- organization
- course
- LAGF03 20251
- year
- 2025
- type
- M2 - Bachelor Degree
- subject
- keywords
- avtalsrätt, civilrätt, IT-rätt, förmögenhetsrätt, rättsvetenskap, profilering, marknadsföring, avtalslagen, generalklausul, Betssonmålet, oskälighet, automation, PMT 4156-21, data, datautvinning, data mining, maskininlärning, algoritmer, konsumenträtt, 36 § avtalslagen, automatiserat beslutsfattande, personalisering
- language
- Swedish
- id
- 9190339
- date added to LUP
- 2025-06-23 12:09:30
- date last changed
- 2025-06-23 12:09:30
@misc{9190339,
abstract = {{In today’s digitalized society, consumer information plays a key role in commercial practices. Through the collection and analysis of such information, businesses come closer to their consumers than ever before, and are able to tailor offers and interactions to the unique habits and personality traits of individuals. A particularly important technique for the processing of this information is digital profiling.
Digital profiling offers many opportunities, but also comes with significant challenges and risks. The technology allows businesses to gain insight into the unique vulnerabilities of individual consumers – something that, through targeted marketing, can be used in ways that challenge the boundary between acceptable business practices and outright exploitation.
This text examines to what extent marketing based on consumer profiling may be considered within the framework of paragraph 36 of the Contracts Act’s assessment of fairness. To achieve this, it first outlines the meaning and application of profiling. It then clarifies the underlying objectives of paragraph 36, as well as the relevant criteria used in the assessment made under the paragraph. The analysis concludes that profile-based marketing, in cases where it exploits consumers’ more acute vulnerabilities, may fall within the scope of paragraph 36. Contracts resulting from the type of marketing in question can be regarded as outcomes of an exploitation of unequal bargaining positions, and the marketing likened to surprise tactics.
The final discussion also addresses the court´s decision in case PMT 4156-21, in which a large number of contracts between a gambling company and one of its consumers were declared invalid due to the company’s possession of consumer data. The court’s rejection of paragraph 36’s applicability in this case is criticized.
The text further argues that the use of automated decision-making in profile-based marketing does not preclude the application of paragraph 36 of the Contracts Act.}},
author = {{Acosta Nyman, Alexander}},
language = {{swe}},
note = {{Student Paper}},
title = {{Alla känner apan: En analys av förhållandet mellan profilbaserad marknadsföring och 36 § avtalslagen}},
year = {{2025}},
}