Conference: Social Commerce and Consumer Protection
On February 25, 2025, the Ministry of Agriculture and Consumer Protection of North Rhine-Westphalia will host a high-profile conference in Düsseldorf. Titled “(Un)influenced by the Net? Consumer Protection in Digital Retail Environments”, the event will explore the opportunities and risks of online shopping in the ever-evolving digital world. The goal is to strengthen consumer protection and ensure safer navigation through increasingly complex digital sales platforms.
Social Commerce: Between Connection and Manipulation
A central topic of the conference is social commerce, which refers to the influence of social interactions on purchasing decisions in online environments. Platforms like Instagram, TikTok, and Facebook play a pivotal role, promoting products and driving purchases through comments, reviews, and direct consumer recommendations.
Social commerce leverages trust between users, influencers, or other consumers to strategically market products. However, this approach also entails risks: many consumers are unaware of the extent to which their purchasing decisions are shaped by targeted marketing strategies.
For instance, influencers often promote products that appear to be personal recommendations, but in reality, these are frequently paid collaborations that may lack proper disclosure. Personalized advertising, powered by algorithms analyzing individual preferences, further intensifies this influence. This dual nature of social commerce—offering innovative marketing opportunities while harboring potential manipulation—underscores the need for robust consumer protection measures.
Keynote by Prof. Dr. Geibel: Exploring the “Beautiful Digital Retail Worlds”
One of the highlights of the event will be a keynote speech by Prof. Dr. Richard C. Geibel, founder of the E-Commerce Institute and expert in digital business models. His talk, titled “Beautiful Digital Retail Worlds?”, will delve into how digital platforms are designed to influence consumer behavior.
Prof. Geibel will specifically address the mechanisms of social commerce. Illustrating how artificial intelligence (AI) analyzes preferences to create personalized shopping experiences. He will critically examine the ethical dimensions of these strategies and advocate for transparent platform design that respects users’ rights and autonomy.
Following his presentation, Prof. Geibel will engage in a discussion with Prof. Dr. Peter Kenning from Heinrich Heine University Düsseldorf. Together they will explore the risks and opportunities associated with social commerce and AI-driven retail environments. The panel will also present approaches to better protect consumers without stifling innovation in the digital economy.
A Diverse Program with Expert Insights
The conference offers a rich program featuring contributions from renowned experts across academia, business, and consumer protection. In addition to Prof. Geibel’s presentation, the agenda includes talks by Prof. Dr. Andrea Gröppel-Klein (Saarland University) on virtual influencers and user reviews, and Hans Michael Prange on the role of AI in platform design.
The event will take place at the Youth Hostel Düsseldorf, in the “Heinrich Heine” event room. It starts at 9:30 AM with a welcome coffee and concludes around 4:10 PM. Participants will have the chance to engage with experts and gain practical insights into consumer protection in digital retail environments.
Catering is included, with a shared lunch and multiple coffee breaks providing opportunities for networking. The venue is easily accessible, barrier-free, and can be reached by public transport, car, or bicycle.
Register Now and Join the Discussion!
Participation in the conference is free, but registration is required by February 11, 2025. Visit www.verbraucherdialog-nrw.de to secure your spot.
Don’t miss this opportunity to learn about the latest digital consumer protection developments and discuss the future of social commerce and AI with leading experts. We look forward to welcoming you in Düsseldorf!