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Att betala eller inte betala - Tillhandahållande av personuppgifter i konsumentköplagen

Yngvesson, Jesper LU (2025) JURM02 20252
Department of Law
Faculty of Law
Abstract
A number of internet-based services are in today’s digital economy financed by collecting data about their users in order to sell targeted advertising space to other actors. Consumers often gain access to these services not by paying money, but by providing their personal data and allowing for it to be process-sed for marketing purposes.
Through EU Directive 2019/770 and its implementation in the Swedish Con-sumer Sales Act (2022:260), such contracts have for the first time been intro-duced into consumer law.
Personal data naturally differs from money as a counter-performance in a contractual relationship. The General Data Protection Regulation (GDPR) grants consumers rights that create tensions with the fundamental premises of contract... (More)
A number of internet-based services are in today’s digital economy financed by collecting data about their users in order to sell targeted advertising space to other actors. Consumers often gain access to these services not by paying money, but by providing their personal data and allowing for it to be process-sed for marketing purposes.
Through EU Directive 2019/770 and its implementation in the Swedish Con-sumer Sales Act (2022:260), such contracts have for the first time been intro-duced into consumer law.
Personal data naturally differs from money as a counter-performance in a contractual relationship. The General Data Protection Regulation (GDPR) grants consumers rights that create tensions with the fundamental premises of contract law.
The thesis analyses the consumer protection in these contractual relationships. Within its scope, the thesis analyses how consumer obligations are affected by the GDPR, to what extent the Consumer Sales Act in practice provides pro-tection beyond the GDPR, and whether the framework the Consumer Sales Act provides is well suited for this type of contract.
The thesis shows that the consumer may freely withdraw from their obligation by exercising their rights under the GDPR, without it being considered a bre-ach of contract. Performance cannot be enforced. What happens to the contract when the consumer withdraws consent to data processing is not clear, though a potential solution is offered.
The remedies available to the consumer under the Consumer Sales Act are in practice limited in several ways, but the Act assigns a clear liability to the tra-der for damages arising from defects in the service or content.
Overall, giving these contracts the protection of consumer law is a pragmatic solution to adapt the law to the economic reality. However, the implementation is not without its problems when two legal frameworks based on different protective interests are applied to the same contract. (Less)
Abstract (Swedish)
En rad internetbaserade tjänster finansieras idag genom att samla in data om sina användare för att sedan sälja riktat reklamutrymme till andra aktörer. Konsumenter får ofta tillgång till tjänsterna inte genom att betala pengar, utan i stället genom att tillhandahålla sina personuppgifter och acceptera att dessa behandlas i marknadsföringssyfte.
Genom EU-direktiv 2019/770 och dess implementation i konsumentköplagen (2022:260) har sådana avtal för första gången fått göra inträde i det konsu-mentköprättsliga regelverket.
Personuppgifter har en säregen karaktär som motprestation. Dataskyddsför-ordningen ger konsumenten rättigheter som skapar spänningar mot kontrakts-rättens utgångspunkt om ömsesidig bundenhet.
Uppsatsen syftar till att... (More)
En rad internetbaserade tjänster finansieras idag genom att samla in data om sina användare för att sedan sälja riktat reklamutrymme till andra aktörer. Konsumenter får ofta tillgång till tjänsterna inte genom att betala pengar, utan i stället genom att tillhandahålla sina personuppgifter och acceptera att dessa behandlas i marknadsföringssyfte.
Genom EU-direktiv 2019/770 och dess implementation i konsumentköplagen (2022:260) har sådana avtal för första gången fått göra inträde i det konsu-mentköprättsliga regelverket.
Personuppgifter har en säregen karaktär som motprestation. Dataskyddsför-ordningen ger konsumenten rättigheter som skapar spänningar mot kontrakts-rättens utgångspunkt om ömsesidig bundenhet.
Uppsatsen syftar till att analysera konsumentens skydd i dessa avtal. Inom ramen för syftet undersöks hur konsumentens bundenhet påverkas av data-skyddsförordningen, i vilken omfattning konsumentköplagen tillför ett skydd utöver dataskyddsförordningen samt huruvida den köprättsliga systematiken passar väl för avtalstypen.
Uppsatsen visar att konsumenten fritt kan frånträda sitt åtagande genom att nyttja sina rättigheter enligt dataskyddsförordningen, utan att det kan betraktas som ett kontraktsbrott. Fullgörelse kan inte framtvingas. Vad som händer med avtalet vid konsumentens återkallade samtycke till personuppgiftsbehandling är otydligt, men en potentiell lösning erbjuds.
Påföljdskatalogen haltar i flera avseenden, men genom lagen får näringsidka-ren ett tydligt ansvar för skador som uppkommer till följd av fel i tjänsten eller innehållet.
Sammantaget innebär införandet av avtalstypen i den köprättsliga systematik-en en pragmatisk lösning för att anpassa konsumenträtten till den ekonomiska verkligheten. Genomförandet är dock inte oproblematiskt, när två regelverk som bygger på olika skyddsintressen tillämpas på samma avtalstyp. (Less)
Please use this url to cite or link to this publication:
author
Yngvesson, Jesper LU
supervisor
organization
alternative title
To pay or not to pay - the provision of personal data in the Consumer Sales Act
course
JURM02 20252
year
type
H3 - Professional qualifications (4 Years - )
subject
keywords
avtalsrätt, civilrätt, EU-rätt
language
Swedish
id
9216739
date added to LUP
2026-01-18 12:47:08
date last changed
2026-01-18 12:47:08
@misc{9216739,
  abstract     = {{A number of internet-based services are in today’s digital economy financed by collecting data about their users in order to sell targeted advertising space to other actors. Consumers often gain access to these services not by paying money, but by providing their personal data and allowing for it to be process-sed for marketing purposes.
Through EU Directive 2019/770 and its implementation in the Swedish Con-sumer Sales Act (2022:260), such contracts have for the first time been intro-duced into consumer law.
Personal data naturally differs from money as a counter-performance in a contractual relationship. The General Data Protection Regulation (GDPR) grants consumers rights that create tensions with the fundamental premises of contract law. 
The thesis analyses the consumer protection in these contractual relationships. Within its scope, the thesis analyses how consumer obligations are affected by the GDPR, to what extent the Consumer Sales Act in practice provides pro-tection beyond the GDPR, and whether the framework the Consumer Sales Act provides is well suited for this type of contract. 
The thesis shows that the consumer may freely withdraw from their obligation by exercising their rights under the GDPR, without it being considered a bre-ach of contract. Performance cannot be enforced. What happens to the contract when the consumer withdraws consent to data processing is not clear, though a potential solution is offered. 
The remedies available to the consumer under the Consumer Sales Act are in practice limited in several ways, but the Act assigns a clear liability to the tra-der for damages arising from defects in the service or content.
Overall, giving these contracts the protection of consumer law is a pragmatic solution to adapt the law to the economic reality. However, the implementation is not without its problems when two legal frameworks based on different protective interests are applied to the same contract.}},
  author       = {{Yngvesson, Jesper}},
  language     = {{swe}},
  note         = {{Student Paper}},
  title        = {{Att betala eller inte betala - Tillhandahållande av personuppgifter i konsumentköplagen}},
  year         = {{2025}},
}