PROTECTION OF PERSONAL DATA IN THE CONTEXT OF DIGITALIZATION

In the context of the digitalization of the economy, consumer protection becomes particularly important as technological advancements create new challenges and risks. This study examines the key theoretical and legal aspects of consumer protection, the specifics of its regulation in the digital environment, and the impact of platform-based models on consumer relations. Special attention is given to the legal mechanisms ensuring the reliability of electronic signatures and authentication, as well as issues related to improving personal data legislation. Based on the conducted analysis, recommendations are proposed to strengthen consumer legal protection in the digital economy.