Przejdź do głównego menu Przejdź do sekcji głównej Przejdź do stopki
Teka Komisji Prawniczej PAN Oddział w Lublinie

Tom 19 Nr 1 (2026)

Artykuły

Algorithmic Choice Architecture Reinforced by Influencer Messaging (Hypernudging Practice) as an Unfair Market Practice – Theoretical and Legal Reflections

DOI: https://doi.org/10.32084/tkp.10699  [Google Scholar]
Opublikowane: 30.06.2026

Abstrakt

The dynamic development of the digital economy has led to a transformation of mechanisms of influencing consumer decisions. Online platforms, using algorithmic choice architectures and behavioural data analysis, have transformed marketing communications into a system of continuous, adaptive influencing (hypernudging), which involves ongoing adjustment of nudges to user behaviour. This mechanism is reinforced by the interplay of platform infrastructure and influencer content, which complicates the unambiguous legal classification of the message. The continuous, personalized, and often secret nature of this influence increases the risk of violating consumer autonomy and engaging in manipulative practices, raising doubts about the adequacy of regulations in place. This article analyzes whether hypernudging practices can be classified as unfair market practices.

Bibliografia

  1. Alnoor, Alhamzah, Sammar Abbas, Khai Wah Khaw, et al. 2024. “Unveiling the optimal configuration of impulsive buying behavior using fuzzy set qualitative comparative analysis and multi-criteria decision approach.” Journal of Retailing and Consumer Services 81:104057. [Google Scholar]
  2. Bar-Gill, Oren, Sunstein, Cass R., Talgam-Cohen, Inbal. 2023. “Algorithmic Harm in Consumer Markets.” Journal of Legal Analysis 15:1-47. [Google Scholar]
  3. Beermann, V. 2025. “The Three Waves of Digital Nudging: Concepts, Mechanisms, and Ethical Implications for Information Systems.” In Americas Conference on Information Systems, 7. AMCIS. [Google Scholar]
  4. Boerman, Sophie C., and Eva A. van Reijmersdal. 2020. “Disclosing Influencer Marketing on YouTube to Children: The Moderating Role of Para-Social Relationship.” Frontiers in Psychology 10:3042. [Google Scholar]
  5. Bovens, L. 2009. “The Ethics of Nudge.” In Preference change: Approaches from philosophy, economics and psychology, edited by Grüne-Yanoff, Till, Hansson, and Sven Ove, 207-219. Springer Dordrecht Heidelberg London New York. [Google Scholar]
  6. Brenncke, Martin. 2024. “A Theory of Exploitation for Consumer Law: Online Choice Architectures, Dark Patterns, and Autonomy Violations.” Journal of Consumer Policy 47:127-64. [Google Scholar]
  7. Calo, Ryan. 2014. “Digital Market Manipulation.” George Washington Law Review 82:995-1051. [Google Scholar]
  8. Dabiran, Ehsan, Samira Farivar, Fang Wang, et al. 2024 “Virtually human: anthropomorphism in virtual influencer marketing.” Journal of Retailing and Consumer Services 79:103797. [Google Scholar]
  9. Doerr, Adrian. 2025. Algorithmic Tacit Collusion. An Analysis under European Competition Law. Mohr Siebeck. [Google Scholar]
  10. Esposito, Fabrizio, and Thaís Maciel Cathoud Ferreira. 2024. “Addictive Design as an Unfair Commercial Practice: The Case of Hyper-Engaging Dark Patterns.” European Journal of Risk Regulation 15, no. 4:999-1016. [Google Scholar]
  11. Gal, Michal S., and Niva Elkin-Koren. 2017. “Algorithmic Consumers.” Harvard Journal of Law & Technology 30, no. 2:309-53. [Google Scholar]
  12. Gong, Wanqi, Ye Wenqing, and Yu Shubin. 2024. “Facilitating Endorsement Efficacy: The Interplay of Parasocial Interaction, Product Placement, and Influencer Type.” Journal of Theoretical and Applied Electronic Commerce Research 19, no. 4: 3214-228. [Google Scholar]
  13. Gormsen, Liza, L. 2022 “Algorithmic Antitrust and Consumer Choice.” In Algorithmic Antitrust. Economic Analysis of Law in European Legal Scholarship, edited by A. Portuese, vol. 12:65-86. [Google Scholar]
  14. Gray, Colin M., et al. 2018. The Dark (Patterns) Side of UX Design, Proceedings of the 2018 CHI Conference on Human Factors in Computing Systems, Paper 534. https://dl.acm.org/doi/10.1145/3173574.3174108 [accessed: 01.04.2026]. [Google Scholar]
  15. Grochowski, Mateusz, and Eliza Mik. 2024. “Art. 25.” In Akt o usługach cyfrowych – Rozporządzenie Parlamentu Europejskiego i Rady (UE) 2022/2065 z dnia 19 października 2022 r. w sprawie jednolitego rynku usług cyfrowych oraz zmiany dyrektywy 2000/31/WE. Komentarz. Rynek cyfrowy. Akt o usługach cyfrowych. Akt o rynkach cyfrowych. Rozporządzenie platform-to-busines, edited by Mateusz Grochowski. Warszawa: C.H. Beck. Legalis el. [Google Scholar]
  16. Hacker, Philipp. 2023. “Manipulation by algorithms. Exploring the triangle of unfair commercial practice, data protection, and privacy law.” European Law Journal 29, no 1-2:142-75. [Google Scholar]
  17. Haessner, Julian, Philipp Haessner, and Mark McMurtrey. 2023. “Dynamic Pricing in Different Industries.” Journal of Marketing Development and Competitiveness 17(4):10. [Google Scholar]
  18. Hoffner, Cynthia A., and Bradley J. Bond. 2022. “Parasocial relationships, social media, & well-being.” Current Opinion in Psychology 45:101306. [Google Scholar]
  19. Stopczyńska, Kinga. 2021. Influencer marketing w dobie nowych mediów. Łódź: Wydawnictwo Uniwersytetu Łódzkiego. [Google Scholar]
  20. Kasprzycki, Dariusz. 2012. “Agresywne praktyki handlowe.” In Nieuczciwe praktyki rynkowe. Ocena regulacji, edited by E. Nowińska, D. Kasprzycki. Kraków. [Google Scholar]
  21. Luguri, Jamie, and Lior Jacob Strahilevitz. 2021. “Shining a light on dark patterns.” Journal of Legal Analysis 13:45. [Google Scholar]
  22. Mills, S. 2022. “Finding the ‘nudge’ in hypernudge.” Technology in Society 71:102117. [Google Scholar]
  23. Morozovaite, Viktorija. 2021. “Two Sides of the Digital Advertising Coin: Putting Hypernudging into Perspective.” Market and Competition Law Review 2:105-45. [Google Scholar]
  24. Morozovaite, Viktorija. 2023. “Hypernudging in the changing European regulatory landscape for digital markets.” Policy and Internet 15, no. 1:78-99. [Google Scholar]
  25. Neil, Richards, and Hartzog Woodrow. 2024. “Against Engagement.” Boston University Law Review 104:1151-179. [Google Scholar]
  26. Septiningsih, Ismawati, and Suud Sarim Karimullah. 2024. “Consumer Protection in the Digital Era: An Analysis of Consumer Protection in E-Commerce.” Nusantara: Journal of Law Studies 3, no. 2:68-80. [Google Scholar]
  27. Taranta, Natalia, Angelika Ławreszuk, and Ewelina Tomaszewska. 2024. “Rola influencerów w kształtowaniu decyzji zakupowych pokolenia Z w branży kosmetycznej.” Academy of Management 8, no. 3:233-59. [Google Scholar]
  28. Thaler, Richard and Cass Sunstein. 2008. Nudge. London: Penguin Books. [Google Scholar]
  29. Veljanovski, Cento, 2022. “Algorithmic Antitrust: A Critical Overview.” In Algorithmic Antitrust. Economic Analysis of Law in European Legal Scholarship, edited by A. Portuese, vol 12:39-64. [Google Scholar]
  30. Wiewiórowska-Domagalska, Aneta, and Aleksandra Kunkiel-Kryńska. 2019b. “Art. 8.” In Ustawa o przeciwdziałaniu nieuczciwym praktykom rynkowym. Komentarz Vol. VII. Prawo konsumenckie. Komentarz, edited by Konrad Osajda, nb. 13. Warszawa: C.H. Beck, Legalis [Google Scholar]
  31. Wiewiórowska-Domagalska, Aneta, and Aleksandra Kunkiel-Kryńska. 2019a. “Art. 4.” In Ustawa o przeciwdziałaniu nieuczciwym praktykom rynkowym. Komentarz .Vol. VII. Prawo konsumenckie. Komentarz, edited by Konrad Osajda. Warszawa: C.H. Beck. Legalis. [Google Scholar]
  32. Ye, Xin. 2025. “Dark Patterns and Addictive Designs.” Weizenbaum Journal of the Digital Society 5, no. 3:1-24. [Google Scholar]
  33. Yeung, Karen. 2008. “Towards an Understanding of Regulation by Design.” In Regulating technologies, edited by Roger Brownsword, and Karen Yeung. 79-107. London: Hart Publishing. [Google Scholar]
  34. Yeung, Karen. 2016. “The forms and limits of choice architecture.” Law and Policy 38, 3:186-210. [Google Scholar]
  35. Yeung, Karen. 2017. “‘Hypernudge’: Big Data as a mode of regulation by design.” Information, Communication & Society 20:1:118-36. [Google Scholar]
  36. Zuboff, Shoshana. 2015. “Big other: Surveillance capitalism and the prospects of an information civilization.” Journal of Information Technology 30:75-89. [Google Scholar]

Downloads

Download data is not yet available.