디지털 시대의 소비자 보호의 방향 - 데이터와 소비자 보호 -

최난설헌 한국경제법학회 2022 경제법연구 Vol.21 No.2

Digital technology has changed the economy and society. Due to the rapid technological development, consumers enjoy great utility in their daily life because they can quickly access data anytime and anywhere. In addition, a platform-based ecosystem has been evolving through the extensive and continuous collection and combination of data in the digital economy. Data-business operators’ data collection creates a large amount of structured or unstructured aggregated data called ‘big data’ and makes it commercially available. Also, due to the revenue generated from data-related services, data is recognized for its economic value. Accordingly, recently ‘data’ and ‘protection of data’ have become essential concerns in the digital economy, and from the competition’s viewpoint, ‘protection of personal information’ is also emerging as a parameter. Data-related consumer issues tend to be recognized as issues of ‘transparency of data-related terms’ or ‘privacy/personal information’ in the realm of economic law. Privacy issues are of particular concern due to the use or abuse of sensitive data and are also crucial issues related to fundamental human rights. In the economic law field in Korea, data research has been discussed mainly from the perspective of the ‘business operators’ competition restrictions’ caused by data concentration for the past two to three years. On the other hand, from the perspective of ‘consumer protection,’ data rights of consumers and data-related competition issues have not yet been thoroughly reviewed. However, several research reports show that consumer data is increasingly related to competition law evaluation. Also, it is revealed that business operators’ privacy policies and consumer data protection are emerging as a means of competition through the qualitative differentiation of the business operators and that the collection and ownership of consumer data and access to that information can affect competition. Protecting consumers’ data rights in the digital economy requires a new understanding that consolidates the issues of competition policies, consumer protection, and data protection. Research from various perspectives related to consumer data should continue to foster competition in the data-driven digital economy and contribute to the stable promotion of data-based businesses of operators. 디지털 기술은 경제와 사회를 변화시켰으며, 비약적인 기술 발전에 힘입어 소비자는 언제 어디서나 빠르게 데이터에 액세스할 수 있기 때문에 일상생활에서 큰 효용을 누리고 있다. 또한, 디지털 경제에서 데이터의 광범위하고 지속적인 수집과 조합을 통해 플랫폼 기반 생태계가 발전하고 있다. 사업자의 데이터 수집은 ‘빅데이터(big data)’라고 불리는 대량의 정형 또는 비정형의 집합 데이터를 생성하여 상업적으로 사용할 수 있게 하였으며, 데이터 연관 서비스에서 발생하는 수익으로 인하여 데이터는 그 경제적 가치를 인정받고 있다. 따라서 최근 디지털 경제 영역에서 ‘데이터’ 및 ‘데이터의 보호’가 중요한 관심사가 되었으며, 아울러 경쟁의 관점에서 ‘개인정보의 보호’도 매개변수로 부상하고 있다. 데이터 관련 소비자 이슈는 경쟁법 영역에서 ‘데이터 관련 약관의 투명성’ 또는 ‘프라이버시/개인정보’의 문제로서 인식되는 경향을 보인다. 프라이버시 문제는 데이터의 사용으로 인해 특히 우려되는 문제이자 인간의 기본권과도 관련되는 중요한 문제이며, 데이터가 주도하는 비즈니스 모델에 있어서는 종종 프라이버시 문제와 경쟁법적 우려가 동시에 발생하기도 한다. 우리나라 경쟁법 분야에서 데이터 연구는 최근 2~3년 간 주로 데이터 집중으로 인하여 발생하는 사업자 경쟁제한성 관점에서 논의된 바 있으나, 아직 소비자 보호의 관점에서 소비자의 데이터 권리나 데이터 관련 경쟁이슈가 본격적으로 검토되지 않았다. 그러나 소비자 데이터가 점점 더 경쟁법적 평가와 관련이 있음이 여러 해외의 연구보고서를 통하여 밝혀지고 있으며, 실제로 사업자의 개인정보 보호 정책 및 소비자 데이터 보호가 사업자의 질적인 차별화를 통한 경쟁수단으로 등장하고 소비자 데이터의 수집 및 소유권, 해당 정보에 대한 액세스가 경쟁에 영향을 미칠 수 있음이 드러나고 있다. 디지털 경제에서 소비자의 데이터 권리를 보호하려면 경쟁정책, 소비자 보호 및 데이터 보호의 영역을 통합하는 새로운 이해가 필요하다. 소비자 데이터와 관련된 다양한 관점에서의 연구가 지속적으로 이루어져야 데이터가 주도하는 디지털 경제에 있어서 경쟁을 촉진하고, 사업자의 데이터 기반 사업의 안정적인 추진에 기여할 수 있을 것이다.

디지털 시대의 플랫폼과 소비자법

김현수 한국법학원 2023 저스티스 Vol.194 No.3

There is a social consensus on the importance of consumer protection in the digital market and the necessity of reforming consumer legislation. On the other hand, there has been a lot of discussion about the direction of consumer legislation that can overcome the difference based on the perspective of how consumer protection in the digital age differs from that in the traditional environment, and what kind of consumer problems arise from that difference. doesn't appear to have been done. Discussion from this point of view is closely related to the direction of legal regulations for platforms that play an important role in consumer transactions in the digital age. The digital market is making many environmental differences from the offline market or early e-commerce, which was assumed by the conventional consumer law. The environment that is the premise of consumer choice has changed a lot, and new transaction forms such as person-to-person transactions and digital subscription economies are emerging. And at its core, there is a ‘platform’. Specifically, the platform provides services such as direct search, mediation, SNS, and video sharing, or mediates online or offline services. In the digital market, the platform serves as a ‘gatekeeper’ that designs, operates, and manages the market. On the other hand, they are also uniquely positioned to monitor or limit their activity in digital marketplaces to ensure that they do not deceive consumers or violate consumer laws. Given these points, the platform is in a position to play its role well as a subject that creates and complies with the regulatory framework for maintaining order in the market it builds, rather than as a regulatory target. Therefore, it is desirable to adopt the self-regulation of the platform as a basic point of view for the regulation of the platform in the digital market in order to continue the positive function of innovation through the platform economy. Self-regulation of the platform can include various regulatory directions that can be considered according to changes in the consumer choice environment or transaction form in the digital market. However, the main issue in self-regulation is how to design a mechanism that coordinates incentives and interests for self-regulation. In other words, since self-regulation is more likely to succeed if the regulated subject decides that compliance with self-regulation is in their best interests, there is a certain amount of incentive to provide self-regulation when the cost of compliance is high. External pressure is required. Government legislative measures on platform regulation can help design effective mechanisms for self-regulation under such external pressures. However, the role of the government is preferable to an indirect form of regulation that can effectively support and guarantee the platform's self-regulation rather than direct regulation such as prohibition of unfair trade practices.

소비자의 디지털 역량과 활용이 디지털 경제활동에 미치는 영향: 스마트폰 사용을 중심으로

김현정,김미예,노환호,김범수 한국소비자정책교육학회 2023 소비자정책교육연구 Vol.19 No.4

ICT의 급속한 발전과 더불어 스마트 모바일 환경의 확산과 함께 가속화되는 디지털 전환 시대에 디지털경제(digital economy)가 글로벌 경제의 화두로 급부상하고 있다. 디지털경제는 4차 산업혁명의 기반으로 경제, 산업, 사회, 문화 등 전반적인 영역에서 실질적인 변화와 혁신을 추동할 것으로 기대된다. 이와 같은 디지털 경제 시대는 사람들에게 디지털 정보 활용능력을 요구한다. 이에, 본 연구는 디지털 격차 수준을 줄이고, 실제적인 사용 역량을 높이는 방안을 탐색하기 위해 디지털 경제활동에 미치는 영향 요인을 확인하는 것을 목표로 한다. 연구모델을 추정 및 평가하기 위해 PLS 구조방정식모델(PLS-SEM) 방법을 적용한 SmartPLS 4 프로그램을 사용하였다. 연구 결과, 디지털기기 이용태도 및 자아효능감이 디지털 역량에 각각 정(+)의 영향을 미치며, 디지털 역량이 생활서비스와 네트워킹에도 각각 정(+)의 영향을 미치는 것을 보여준다. 또한, 생활서비스와 네트워킹도 경제활동에 각각 정(+)의 영향을 미치는 것을 보여준다. 디지털기기 이용태도와 자아효능감이 경제활동에 미치는 영향에서 디지털 역량과 디지털 활용(생활서비스, 네트워킹)은 유의한 매개효과가 있음을 보여준다. 또한, 집단 구분을 실시하여, “생활서비스 선호형”, “균형형”, “네트워킹 선호형” 3개의 세분집단으로 구분하고 각 집단별 특성을 밝혔다. The digital economy is rapidly emerging as a global economic issue in the era of accelerating digital transformation. The digital economy is expected to drive substantial changes and innovations in various areas, including the economy, industry, society, and culture, as the foundation of the Fourth Industrial Revolution. In such an era of the digital economy, consumers are required to have the ability to utilize digital information. Therefore, this study aims to explore ways to reduce the level of digital divide and increase actual usage skills by identifying factors that affect digital economic activities. The results of the study show that attitudes towards the use of digital devices and self-efficacy have a positive (+) impact on digital skills, and digital skills, in turn, have a positive (+) impact on life services and networking. Additionally, life services and networking also have a positive (+) impact on economic activities. It is shown that there is a significant mediating effect of digital skills and digital utilization (life services, networking) on the impact of attitudes toward digital devices and self-efficacy on economic activities. Moreover, the study categorizes the consumers into three segmented groups: “life service preference type,” “networking preference type,” and “balanced type,” and illuminates the characteristics of each group.

Proposed Changes to the U.S. Antitrust Laws - Antitrust Regulations in Digital Economy -

백욱진,정혜련 단국대학교 법학연구소 2022 법학논총 Vol.46 No.3

Rapid development of digital technology has enabled and fostered the growth of digital economy. Distinctive characteristics of digital platform markets, such as the use of personal data, network effects or switching costs, provide giant platform markets with unprecedented amount of market power, posing new kinds of threats to antitrust regulation. In response, countries with advanced competition laws such as U.S., EU, Germany and Japan are trying to implement stronger regulation targeting certain giant platforms. European Parliament has voted in favor of Digital Services Act(DSA) and Digital Markets Act(DMA) in July, 2022. Germany has also amended its Act against Restraints of Competition(GWB), and Japan has enacted The Act on Improving Transparency and Fairness of Digital Platforms(TFDPA) in May, 2020. In 2021, Competition and Antitrust Law Enforcement Reform Act(CALERA) and five bipartisan antitrust package bills have been proposed in the U.S. House. They offer stronger regulations against giant platform companies including shift in burden of proof or ex ante regulations. Such global trend toward implementation of new regulations is caused by rise of New Brandeisians proposing new standards to replace consumer welfare. They argue that consumer welfare standard has failed in adopting to online platform markets, and protecting competition. Korean legislators have also made several changes to related laws, including an amendment of Telecommunications Business Act(hereinafter Telecommunications Act Amendment) and pre-announcement of amendment on Act on the Consumer Protection in Electronic Commerce in 2021. Korean Fair Trade Commission(KFTC) and Korean Communications Commission(KCC) have proposed Fair Online Platform Intermediary Transactions Act(hereinafter Online Platform Act) and an Act on Protection of Online Consumer Users, respectively. However, proposed bills in Korea differ from global trend, as they have larger scope with Online Platform Act being expected to be applied to about 20 platform companies, and it is unclear whether they can be enforced effectively upon foreign big tech firms, as it can be seen in case where Google has forced Kakao into using only in-app payment in spite of recent Telecommunications Act Amendment. Under such circumstances, currently proposed regulations may fail to reach their goals, and even harm national interest by damaging competitiveness of domestic platforms. Therefore, we need to develop our own standards and measures for online platform regulations. Although current administration is supporting industry self-regulation, as self-regulation does not mean absence of regulation, we still need to seek for regulatory system that balances between restraint of anticompetitive conducts and development of platform economy. This paper will look into the proposed changes to the U.S. antitrust laws, and discussions regarding them. First, analysis of the proposed bills, CALERA and A Stronger Online Economy: Opportunity, Innovation, Choice, will be presented. After that, they will be compared with regulations in other countries. Lastly, review on the discussions regarding the consumer welfare standard, and current international departure from it in competition laws, will be suggested.

디지털 인플루언서 마케팅과 전자상거래 소비자보호법 상 규율 - 경제적 대가를 표시하지 않은 기만광고 관련 규제를 중심으로 -

최요섭 한국경쟁법학회 2019 競爭法硏究 Vol.40 No.-

It is beyond doubt that the topics on practices of digital influencer marketing, especially of misleading contents, have brought numerous critical issues relating to consumer protection. In particular, the rapid development of ICT and online platform of social media has influenced the progress of e-commerce and its involving legal issues of comsumer protection acts around the world, and the case in Korea is not an exception. On the one hand, the recent development of e-commerce through digital influencer marketing or viral marketing has improved inter-brand competition and distribution in the relevant market because the advertising costs have been reduced when using viral marketing. The reduction of advertising costs enables small traders to enter the market. Moreover, consumers have more chances to receive sufficient information about goods and services that they are interested in. In summary, the emergence of viral marketing has enhanced efficiencies including consumer welfare improvement. On the other hand, e-commerce through using digital influencer marketing has brought notable consumer protection problems, particularly when traders and endorsers do not disclose their economic relations. Influencers can frequently reach a large audience, and their posts are usually considered as trustworthy contents, which may mislead consumers about the economic characters of the posts. In other words, where there is no clarification of economic relations, consumers often believe that the posts of influencers are non-commercial contents, which may harm consumer interests. Therefore, a regulatory framework normally includes the prevention of unfair or misleading posts of digital influencers, thereby protecting consumers from non-disclosure of economic relations between endorsers and traders. However, the current legal provisions are not applied to influencers but only to traders for non-disclosure practices. The purpose of this work is to discuss the existing problems of regulating non-disclosure of economic relations between endorsers and traders and to suggest proposals for amending the e-commerce law provisions, thereby to impose special responsibilities on digital influencers that can largely affect purchasing decisions of consumers. In particular, this article argues that the Korean e-commerce law should be applicable not only to traders but also to influencers for the violation of Article 21 of the law because an influencer often aims to share profits with social media platforms through being popular in SNS and to use his or her position to receive economic benefits from posting advertisements on the websites by contracting traders. To conclude, expansion of the regulatory scope to digital influencers can ensure consumer sovereignty in the digital era.

공유노동 종사자의 법적 지위와 수요자에 대한 책임 - 플랫폼노동을 중심으로 -

이준희 한국소비자법학회 2021 소비자법연구 Vol.7 No.4

The labor provision system is rapidly changing due to the spread of the sharing economy or platform economy. Labor related laws, which have been developed based on factory laws in the era of the industrial revolution, cannot have have power of rule over new ways of working, so the legal system must be completely reconstructed. In this study, I defined the sharing economy as “an activity that creates economic value by providing tangible or intangible goods and services held by someone for use by idle capacity”, and the worker who provide labor in sharing economy as “a labor provided under a close relationship with the sharing economy”. And, based on these definitions, I analyzed the legal relationship and their respective legal status between the three parties, platform workers, digital platform operators, and consumers, focusing on platform workers, the main type of the worker who provide labor in sharing economy. In general, it is difficult to regard the legal status of platform workers as employee under the Labor Standards Act in Korea. Therefore, the legal status of platform workers should be determined individually according to the characteristics and contents of labor provision. In order to determine the legal status of platform workers according to each type, I selected five types : “crowdwork service provision system”, “food delivery agency service provision system”, “other delivery agency service provision system”, and “household service provision system”. And for each type, it was judged whether the platform workers working in the each type were employees or individual businesspersons. Whether platform workers can be recognized as employees under the Labor Standards Act is a very important issue in terms of consumer protection. This is because if a platform worker is an employee who has a labor contract relationship with a digital platform operator, the digital platform operator will bear the responsibility for the incompleteness of labor provision, so that consumers can be more reliably protected. However, even if a platform worker is not an employee under the Labor Standards Act of the digital platform operator, the digital platform operator may be liable for Performance assistant liability or Employer’s responsibility under the Civil Act. Finally, I also pointed out that consumers of platform labor can bear the responsibility for paying remuneration and safety consideration to platform workers. 이 글에서는 공유경제와의 긴밀한 연관관계 하에서 제공되는 노동의 유형으로서 새롭게 등장하고 있는 노동의 문제를 공유노동이라고 정의하고 공유노동의 주된 유형인 플랫폼노동을 중심으로 플랫폼노동 종사자, 디지털플랫폼 운영자, 수요자 등 각 당사자 사이의 법률관계 및 각자의 법적 지위에 대해 검토하였다. 이를 위해 공유노동에 포함된다고 볼 수 있는 대표적인 플랫폼노동 제공체계의 유형들을 선별하여, 크라우드워크 서비스 제공체계, 음식배달대행 서비스 제공체계, 기타 배달대행 서비스 제공체계, 여객운송 플랫폼 서비스 제공체계, 가사서비스 제공체계 등으로 정리하여 각 유형별로 해당 플랫폼노동 종사자가 근로기준법상 근로자로서의 지위를 가지는 것으로 볼 수 있는지 아니면 개인사업자에 불과한 것인지 여부를 규명하고자 하였다. 플랫폼노동 종사자를 근로기준법상 사용자와 근로계약관계를 맺은 근로자로 인정될 수 있는지 여부는 플랫폼을 통해 제공되는 노무를 수령하는 수요자, 즉 소비자의 보호와 관련하여 매우 중요한 의미를 갖는다. 플랫폼노동 종사자가 특정 디지털플랫폼에 소속된 근로자라고 볼 경우 노무제공의 불완전성으로 인한 책임을 해당 디지털플랫폼이 부담하도록 하여 소비자를 더욱 두텁게 보호할 수 있게 되기 때문이다. 그러나 플랫폼노동 종사자가 디지털플랫폼의 근로기준법상 근로자로 인정되지 않는 때에도 디지털플랫폼이 플랫폼노동 종사자의 행위에 대하여 민법상 이행보조자책임 또는 사용자책임을 부담하게 되는 경우도 있다는 점을 설명하였다. 마지막으로 플랫폼노동 종사자의 보수와 안전에 대하여 소비자인 플랫폼노동의 수요자가 일정한 책임을 부담하게 된다는 점도 지적하였다.

디지털 경제 시민교육을 위한 논의 및 방안 탐색

박하나 ( Hana Park ) 한국경제교육학회 2023 경제교육연구 Vol.30 No.3

이 연구는 디지털 산업과 경제의 확대, 아동·청소년의 디지털 경제활동 증가, 사회과 경제 교과의 디지털 시민성 교육 연계 필요성에 따라 디지털 경제 시민교육 방안을 탐색하고자 한다. 이를 위해 디지털 경제 환경 변화와 특성, 소비자, 기업과 노동자, 정부, 시민공동체 등 경제행위자로서 필요한 능력과 역할을 살펴보는 등 문헌연구의 방법으로 이론적 논의를 수행하였다. 연구 결과, 첫째, 디지털 경제 시민성을 개념화하였으며, ‘개인과 집단이 디지털 경제에 참여하기 위해 디지털 기술을 안전하고 능동적으로 사용하며, 시민으로서 비판적이고 책임감 있게 행위 할 수 있는 능력’으로 정의하였다. 둘째, 디지털 경제 시민교육의 목표 및 디지털 경제 시민성의 세 가지 범주(디지털 경제의 안전과 웰빙, 디지털 경제에의 참여, 경제 정보/미디어 리터러시)를 도출하였다. 셋째, 디지털 경제 시민교육의 구체적 주제 및 내용요소를 단계별로 제안하였다. 연구 결과의 현장적합성을 확보하기 위해 경제교육 전문가 교사들을 대상으로 서면검토 절차를 거쳤다. 마지막으로 디지털 경제 시민교육의 방향으로서 가치(자유, 자율, 신뢰, 존중, 연대, 정의)에 기반한 경제교육의 필요성을 제언하였다. 본 연구는 학교의 ‘디지털 기초 소양 교육’ 체계를 마련하기 위한 노력의 일환으로서, 디지털 리러터시 함양을 위한 사회과 경제 교과 연계 방안을 제안하였다는 의의를 지닌다. This study seeks to explore digital economic citizenship education plans in accordance with the need to link digital citizenship education with social studies and economics subjects. To this end, theoretical discussions were conducted using the method of literature research, including examining changes and characteristics of the digital economy environment and the capabilities and roles required as economic actors such as consumers, companies, workers, governments, and civic communities. As a result, first, digital economic citizenship was conceptualized as ‘the ability of individuals and groups to safely and actively use digital technologies to participate in the digital economy and to act critically and responsibly as citizens’. Second, the goals of digital economic citizenship education and three categories of digital economic citizenship (safety and well-being in the digital economy, participation in the digital economy, and economic information/media literacy) were derived. Third, specific topics and content elements of digital economic citizenship education were proposed step by step. Lastly, the need for economic education based on values (freedom, autonomy, trust, respect, solidarity, and justice) was suggested as a direction for digital economic citizenship education.

디지털 창의노동

김예란(Yeran Kim) 한국언론정보학회 2015 한국언론정보학보 Vol.69 No.1

디지털 창의 노동이란 문화화와 소비주의가 확장하며 노동질서의 유연성과 불안정성이 격화하고 신자유주의적인 이념이 지배적인 자본주의 사회에서, 자유 · 자율 · 자발을 추구하는 에토스와 문화적 창의성과 참여를 지향하는 실천들이 디지털 네트워크를 매개로 왕성하게 촉발, 발현, 교통되고, 이들이 정치·경제·문화 권력과 다양한 방식들로 접합 혹은 분절하는 노동 문화를 의미한다. 디지털 창의노동은 개인의 자유를 기치로 표방하는 신자유주의적인 이념 체제 안에 있으면서도 기업화된 디지털 자본주의의 자장 안에서 생성되기에 통치권력과 주체형성의 모순과 갈등으로부터 결코 자유로울 수 없다. 창의성과 열정, 자기 혁신과 성공적인 미래와 같은 긍정적 가치가 강조되는 동시에 이것을 실행하는 경제적 합리성과 자기 경영의 원리가 중시된다. 그 과정에 주체의 의지, 기업의 경영기술, 대중의 익명화된 권력, 사회적으로 팽배한 상상과 환영의 힘들이 개입하면서 자기 통치적인 주체가 형성된다. 이처럼 디지털 창의노동자는 창의성과 자유의 문화적 가치를 지향하고 디지털 네트워크의 참여성과 자발성의 가치를 추구하기에 오히려 신자유주의적인 경제 체제에 타협적으로 접합되는 역설 안에 있다. Beyond the technological behaviorism-oriented notion of prosumers, the current study explores the question of digital creative labour of the youth in the interrelated context of post-capitalist crisis and neoliberal ethos of selfhood. This analysis is situated particularly in the social conflicts and struggles in Korea, where the problems related to the precarization of the younger generation have been increasingly aggravated (in the realm of embodied reality) whereas their digital activities have been highly expressive (in the realm of mediated reality). The contradictions embedded in the question of the labour of the youth are delineated in the respect of the subjectivities of young free labour, or ‘digital creative labour’ in proposed terms: the precarious young free labour in Korea is the compound of social fragmentation, economic polarization, expansion of cognitive and emotion labour, boom of hedonistic consumerism, economic-cultural celebration of creativity and self-entrepreneurship, technological saturation of digital media, subjective/collective affects around excitement and ambition but also of anxiety and fear. The ambivalence and complexity of the young free labour is converged at the emergence of homo-economicus (Michel Foucault) through the subjectivation of the social (con)fusion of post-capitalist crisis and neoliberal governmentality of selfhood.

영국 디지털 컨버전스 정책의 특성

정준희(June Hee Jung),김대호(Daeho Kim) 한국방송학회 2011 방송통신연구 Vol.- No.76

디지털 시대, 해외 경쟁당국의 소비자법 집행과 그 시사점 - EU집행위원회와 독일연방카르텔청을 중심으로

유영국 한국경쟁법학회 2020 競爭法硏究 Vol.41 No.-

Der Prozess, der die Rolle von Wettbewerbsbehörden definiert oder organisiert, kann nicht in einer Weise begrenzt werden, die den Funktionsumfang als eine einzige „Organisation“ ableitet. Darüber hinaus kann es nicht wünschenswert sein, dass die Wettbewerbsbehörden der „unwandelbaren Rolle und Funktion“ angenommen werden, wenn man die Eigenschaften des „Wettbewerbes“ als Phänomen betrachtet, das „dynamische Wesen“, die „Veränderbarkeit“ des Marktes und seine Funktionsweise. Obwohl die primäre Aufgabe der Wettbewerbsbehörden basiert auf der Auslegung und Anwendung des Wettbewerbsrechts, aber je nach der Zeit und den Marktbedingungen oder der Wettbewerbslage der einzelnen Länder können Unterschiede und Veränderungen zumindest in ihrer Richtung folgen. Dies deutet darauf hin, dass die Durchsetzung des Wettbewerbsrechts oder der Wettbewerbspolitik mittelbar oder unmittelbar zu anderen Zwecken oder Werten beitragen kann, über den Rahmen der einzigartigen Diskussion über die Zieltheorie des Wettbewerbsrechts hinaus. Die Themen sog. „Industrie 4.0“ und „Digitale Wirtschaft“, die der jüngste Wandel der Gesellschaft, der Industrie und des Marktumfelds symbolisieren, beeinflussen sowohl die Wettbewerbsbehörden als auch die Marktteilnehmer erheblich. Darüber hinaus wird versucht, neue Normen und Systeme zu schaffen oder die Befugnisse der Wettbewerbsbehörden zu erweitern, als Teil der wettbewerbsrechtlichen Anpassung zu diesen drastischen Veränderungen. Vor diesem Hintergrund sollte die Diskussion über die Rolle der Wettbewerbsbehörden auf der Grundlage von umfassenden Überlegungen über verschiedene Faktoren wie die Marktbedingungen und die Veränderung der Wettbewerbsbedingungen, die Kohärenz des bestehenden Systems zur Rechtsdurchsetzung und die Notwendigkeit eines Rịchtungswechsels bei der Wettbewerbs- und der Verbraucherpolitik erfolgen. In diesem Sinne ist es bemerkenswert, dass das Muster und die Rolle des Verbrauchers von der wirtschaftlichen und sozialen Struktur stark beeinflusst werden, und dass in der „im digitalen Zeitalter“ die Rolle der Anbieter und Verbraucher als traditionelle Rollenzuweisung oder als reiner Verbraucher zunehmend verschwindet. In diesem Kontext muss diskutiert werden, ob Verbraucherbegriffe, Status und Rollen in einem traditionellen Markt auch in der digitalen Zeit gültig sind, ob Verbraucher weiterhin als Schutzobjekte begrenzt werden können, wenn dies der Fall ist, und ob grundlegende Fragen darüber gestellt werden müssen, ob das bestehende Schutzsystem ordnungsgemäß funktionieren kann. Und es muss auch darüber diskutiert werden, ob aktive Änderungen in der Wettbewerbs- und Verbraucherrechtspolitik, die bislang von den Wettbewerbsbehörden aufrechterhalten wurden, unvermeidlich sind.