IMPROVING LEGAL MECHANISMS FOR COMBATING FRAUD AND MISLEADING PRACTICES IN DIGITAL MARKETING:

<jats:p>The article provides a comprehensive civil-law analysis of fraud and covert marketing practices in the field of digital marketing that adversely affect consumers’ freedom of choice and ability to make informed decisions. These practices include misleading advertising, native advertising, fake reviews, transparency issues in influencer marketing, behavioural targeting, and other manipulative digital practices. The study examines the impact of such violations on consumer rights, as well as the theoretical and practical foundations of civil-law protection available to consumers. It also conducts a comparative legal analysis of the legislation of the Republic of Uzbekistan and the approaches adopted in the European Union, the United States, and other foreign jurisdictions. In addition, the article develops scholarly proposals and recommendations aimed at ensuring effective protection of consumer rights in digital marketing and improving mechanisms of civil liability.</jats:p>