During the press briefing, European Commissioner for Competition, Margrethe Vestager, announced that a preliminary antitrust investigation over Amazon has been opened in order to gather information about ways the company uses data. More specifically, it aims to examine how the company uses data that it gathers through transactions and from sellers on their marketplace, as well as to see if that data potentially gives Amazon a competitive advantage over merchants by having an insight into consumer behaviour. Questionnaires have been sent to merchants in order to ‘get the full picture’, however Vestager underlined: ‘We are at very early days, there are no conclusions yet, and the case has not been formally open yet.’ The media reports that the Amazon refused to comment.
Consumer trust is one of the main preconditions for the success of e-commerce. E-commerce is still relatively new and consumers are not as confident with it as with real-world shopping. Consumer protection is an important legal method for developing trust in e-commerce.
Privacy and data protection are two interrelated Internet governance issues. Data protection is a legal mechanism that ensures privacy. Privacy is usually defined as the right of any citizen to control their own personal information and to decide about it (to disclose information or not). Privacy is a fundamental human right. It is recognised in the Universal Declaration of Human Rights, the International Covenant on Civil and Political Rights, and in many other international and regional human rights conventions. The July 2015 appointment of the first UN Special Rapporteur on the Right to Privacy in the Digital Age reflects the rising importance of privacy in global digital policy, and the recognition of the need to address privacy rights issues the the global, as well as national levels.