Legal Aspects of Digital Marketing in the Context of Sustainable Development

Research output: Contribution to conferenceAbstractpeer-review


The relevance and problematics of the topic lies in the fact that technological development and digitalization open vast options for businesses to reach their target audience, including consumers, more freely, conveniently, and accurately at any time and place but the use of the various digital solutions in a commercial environment carries numerous major risks which affect businesses and consumers on an individual level and the public in general. Hence, when it comes to business processes and product or service consumption in the context of sustainable development, issues concerning company or brand image, collective social responsibility, legal and ethical aspects, and safety and health protection matters are among those to be raised from a social aspect with a view to secure a fairer digital commercial environment for commercial users. The goal of the article is to identify the criteria for managing the marketing process in the context of sustainable development based on an analysis of the regulatory framework governing digital marketing. The methods used in the research are scientific literature analysis, legislation analysis, case law analysis, secondary data analysis. The main results show that, while there are initiatives on an EU level towards putting the digital commercial environment in order, which also deal with aspects of managing digital marketing, on a national level there is a need for a transparent, common and reliable regulatory framework, especially in the fields of privacy protection, intellectual property, data and personal information security, influencer activity, neuromarketing, and in the context of sustainability policy in the European Union.
Original languageEnglish
Publication statusPublished - 2023
Event42nd Eurasia Business and Economics Society (EBES) Conference - Lisbon, Portugal
Duration: 12 Jan 202314 Jan 2023
Conference number: 42


Conference42nd Eurasia Business and Economics Society (EBES) Conference
Abbreviated titleEBES Lisbon
Internet address


  • Digital marketing
  • influencer marketing
  • Business Law
  • European Union Law
  • Marketing Regulation
  • sustainable development
  • sustainability

Field of Science*

  • 5.2 Economy and Business
  • 5.5 Law

Publication Type*

  • 3.4. Other publications in conference proceedings (including local)


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