Regulating AI in the Digital Economy: Challenges and Opportunities for Uzbekistan

This article offers an in-depth examination of the legal dimensions of digital marketing in Uzbekistan, emphasizing data collecting, storage, and utilization methods. It analyzes the existing legal framework regulating these behaviors, encompassing the Law on Personal Data and the Law on Advertising, and proposes potential areas for enhancement. The research emphasizes significant difficulties like informed consent, data security, transnational data transfers, targeted advertising, and personalization. The article proposes prospective reforms to improve consumer safety and promote innovation in the digital economy by drawing parallels with international regulations such as the EU's General Data safety Regulation (GDPR). This encompasses implementing stricter data security standards, establishing explicit regulations for cross-border data transfers and targeted advertising, and formulating a more extensive accountability framework for data protection infringements. The study continues by highlighting the necessity for continuous collaboration among policymakers, industry players, and consumer advocates to establish a balanced legal framework that responds to the increasing difficulties of digital marketing.