Misleading advertising through social media and mechanisms for protecting consumers against it under Algerian legislation

Abstract

Technological developments, the public's propensity to consume and the diversity of products have led to a proliferation of publicity and promotional methods employing various forms of advertising intended to induce consumers to enter into contracts, even through practices involving fraud, misleading the public and presenting inaccurate product specifications that may cause serious harm to consumers' person or property. This makes it necessary to identify and punish those responsible for such harm. The importance of protecting both traditional and online consumers has consequently come to the fore. Moreover, commerce no longer relies on opening premises for sales or services and waiting for consumers to arrive; instead, it now relies on reaching consumers through various means. This is the case in electronic commerce, particularly with the proliferation of social media platforms over the internet. Legislative intervention has therefore become necessary to establish effective mechanisms for protecting consumers against the advertisements that fill social media, put an oversight mechanism into operation and establish legislative bodies to protect the weaker party against deception and misleading practices by professionals. This is the subject of the present study.