<![CDATA[In the fast-growing digital era, new possibilities raise safety concerns never before considered: from the misuse of personal data through messages you receive personally and media occupations that are most unseen, all the way to algorithmic manipulation that affects both our digital behavior and how attractive we find design. This represents a shift in the consumer landscape, when legal clarity and enforcement methods developed for standard consumer goods no longer work best. This brought far-reaching changes in the consumer protection landscape, including changes of regulation and law. The text makes a comparative study of consumer protection laws in both the EU and Ukraine. Through integrative review and comparative analysis, this article sought to explore the major elements and characteristics of consumer protection legislation in either the EU or Ukrainian settings. It was shown that in the digital environment of consumer experience, new challenges have replaced traditional ones: for example, in this case, the industry should be regulated. The article proposes integrating the agile methodology into the civil law context and advancing consumer protection. From this integration, we can expect that EU consumer protection laws will be less fragmented and make it easier to enforce them; a preemptive governance of issues on the horizon is essential for our survival. Here, Ukraine’s consumer protection legislation will approach EU standards in some measure.]]>
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