Carvalho, Diógenes Faria de2025-04-072025-04-072024BUENO, Cláudia Oliveira. A proteção do consumidor on-line: vulnerabilidade algorítmica e digital. Goiânia (GO), 2024. 136 f Dissertação (Mestrado) ¿ Programa de Pós-Graduação em Direito Constitucional Econômico, Centro Universitário Alves Faria (UNIALFA) ¿ Goiânia, 2024 - ( Dissertação )https://repositorio.unialfa.com.br/handle/123456789/567This dissertation examines the vulnerabilities faced by consumers in e-commerce, focusing on abusive practices such as dark patterns and the improper use of personal data. The research explores how the advancement of digitalization influences consumer behavior through invisible algorithms that compromise users' autonomy and privacy, making them susceptible to manipulation. Embedded in the research line of Economic Development and Constitutional Principles of Economic Order, the dissertation emphasizes the need for specific regulation in e-commerce capable of keeping pace with rapid technological evolution and protecting consumers from deceptive and invasive practices. In Brazil, significant legislative gaps are observed, requiring adaptations to ensure security and transparency in digital relations. A comparison with international regulations, such as the European GDPR, highlights the need for strict guidelines to ensure informed consent and privacy protection. The methodology adopted consisted of qualitative bibliographic research guided by the deductive method. The bibliographic review provided a theoretical overview of digital vulnerabilities and abusive practices in e-commerce. The qualitative approach enabled an interpretative analysis of legal and social issues, exploring how dark patterns and algorithmic manipulation affect the right to privacy and freedom of choice. The deductive method was applied to discuss the adequacy of existing regulations to protect digital consumers, based on general principles such as privacy and autonomy rights. The results indicate that algorithmic manipulation and the use of dark patterns are practices that limit consumers' freedom of choice, exposing a regulatory gap in Brazil. The research suggests that the country could benefit from adopting preventive guidelines inspired by international regulations to protect consumers from abuses in the digital environment. It concludes that more comprehensive and transparent regulation is essential to ensure an ethical and balanced digital market that values consumers' dignity and fundamental rights.ptComércio eletrônicoRegulação EconômicaDark Patterns