CONSUMER PROTECTION AGAINST UNFAIR AND EXPLOITATIVE PRACTICES IN THE DIGITAL AGE

This study examines the evolving nature of consumer exploitation in both traditional and digital
marketplaces. With the rise of e-commerce and AI-driven trade, the traditional doctrine of caveat
emptor has become inadequate. The research analyzes unfair trade practices such as misleading
advertisements, predatory lending, and digital “dark patterns.” Through doctrinal and comparative
analysis of the Consumer Protection Act, 2019, along with EU and US frameworks, the study identifies
enforcement gaps and challenges such as digital illiteracy and procedural delays. It concludes with
policy recommendations aimed at strengthening regulatory mechanisms and promoting a
consumer-centric digital economy.