온라인 플랫폼의 검색결과 제시와 경쟁촉진 및 소비자 보호

Online platforms currently play the most important role in people's daily lives, and broad participation in life, society and economy has become almost impossible without utilizing them. The problem of regulating online platforms and thus creating a fair, appropriate and user-friendly framework is currently one of the key issues for promoting competition and protecting consumers in the Internet and digital world. As the types of transactions in the online market are very diverse and the roles of various actors increase, the transparency problem has arisen. One debate about the transparency of algorithms is whether the online platform's own products can be provided prior to third-party productsm. In the EU, legal norms are being enacted that include obligations to apply fair and non-discriminatory conditions to enhance transparency in search and arrangement rankings and eliminate anti-competitive behavior. However, it may not be easy to establish perfectly fair and non-discriminatory conditions. In addition, it may not be easy to determine whether the competition law is violated even if the principle of business judgment is applied to the method of exposing information. On the other hand, an indication different from the truth appears in the result value due to the algorithm adjustment behavior of the online platform, and if such indication affects the consumer's decision to purchase, it may be a misleading behavior. In Korea, unfair customer attraction regulations have been applied under the Fair Trade Act in Naver shopping and video cases. Various legislations are being made in the EU and Germany to solve this problem. One of the legislative directions is the issue of general transparency, and the other is the issue of disclosure of payment of consideration, which is a specific way of realizing transparency. The issue of disclosure of payment of consideration does not seem to be a big problem in Korea. On the other hand, a careful approach is needed to disclose parameters.