Del sesgo a la protección digital
Published date | 19 February 2024 |
Law Firm | Ibarra Rimón |
Las preocupaciones e inquietudes, en torno de eventuales conductas restrictivas por parte de las Big Tech, se han traducido en innumerables investigaciones, por parte de las autoridades de competencia, especialmente en Estados Unidos y Europa.
Lo anterior ha llevado a que los planteamientos de Richard Thaler, sobre economía conductual, y en especial, aquellos relativos a los sesgos y perjuicios que llevan a los consumidores a tomar decisiones irracionales, en el mercado, hayan adquirido renovada importancia.
La atención sobre este tema se refleja en publicaciones realizadas por importantes centros de pensamiento como el Centro de Competencia de Chile (CeCo), y otros medios de amplia circulación como PROMARKET, GOV UK y el periódico “el Español”, que se han ocupado en extenso de la materia.
Theler sostiene que los sesgos y prejuicios que aquejan a los consumidores y que les impiden tomar las decisiones más convenientes a sus intereses, se ven exacerbados en el mercado digital, donde las personas se exponen constantemente a un gran flujo de información, a exceso de opciones y, en la mayoría de los casos, a diseños de interfaz construidos específicamente para influir e interferir en la elección de las personas.
Las Big Tech han encontrado la manera de potenciar y aprovecharse de estos sesgos con el objetivo de consolidar sus posiciones de dominio en el mercado.
Por esta razón, autores como Omar Vásquez han abogado por incorporar la economía del comportamiento, en la política de libre competencia. Sostienen que las autoridades suelen adoptar medidas o expedir decisiones, con base en supuestos errados sobre el comportamiento de los consumidores y la forma cómo reaccionan a los estímulos presentes en los mercados digitales.
Un caso icónico, en relación con este tema, es el acuerdo...
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