Consumer Trust in the Digital Environment




Self-Regulation. e-Commerce. Conflicts. Alternative Dispute Resolution.


[Purpose] The objective of this paper is to study alternative dispute resolution mechanisms in both the electronic contracting of goods and/or services and interactive advertising.

[Methodology/Approach/Design] The Spanish and European regulations will be analyzed in terms of regulation and self-regulation mechanisms. Self-regulation instruments are a suitable complement to current legal regulations.

[Findings] Although disputes that may arise between consumers and businesses can be settled in court, the circumstances of cases involving e-commerce and interactive advertising may determine that the use of out-of-court instruments is appropriate. In this sense, self-regulation systems promote conflict prevention. In the event that it arises, it is about reaching a faster resolution than the courts of justice, cheaper and carried out by specialists in the matter.

[Practical Implications] The implications of this investigation may be applicable to transactions of goods and services in general, to civil society and to the public sector.

[Originality] This investigation demonstrates the convenience and significance of considering out-of-court dispute resolution mechanisms over conventional means, both in Spain and in the European Union. The self-regulation instruments are based on a Code of Conduct and an impartial and independent control body that applies it. Normally, codes of conduct are based on the application of different instruments for extrajudicial conflict resolution.


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Author Biographies

David López Jiménez, EAE Business School

Full Professor. EAE Business School, Madrid, Spain. Address: C. Joaquín Costa 41, 28002 Madrid, Spain. E-mail:

Eduardo Carlos Dittmar, EAE Business School

Associate Dean. EAE Business School, Madrid, Spain. Address: C. Joaquín Costa 41, 28002 Madrid, Spain. E-mail:

Jenny Patricia Vargas Portillo, ESIC Business & Marketing School

Assistant Professor. ESIC Business & Marketing School. Address: Av. Valdenigrales, 28223 Pozuelo de Alarcón, Spain. Email:


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How to Cite

LÓPEZ JIMÉNEZ, D.; DITTMAR, E. C.; VARGAS PORTILLO, J. P. Consumer Trust in the Digital Environment. Law, State and Telecommunications Review, [S. l.], v. 14, n. 1, p. 113–138, 2022. DOI: 10.26512/lstr.v14i1.37820. Disponível em: Acesso em: 11 aug. 2022.