José Luis Borreguero. Abogado.
El pasado 18 de diciembre de 2019 se publicó la Directiva 2019/2161 en el Boletín Oficial de la Unión Europea (BOUE), relativa a la mejora en la aplicación y modernización de las normas de protección de los consumidores de la Unión. Esta Directiva entra en vigor el 8 de enero de 2020, y tendrá que transponerse en cada estado miembro antes del 28 de noviembre de 2020.
La Directiva, viene a reforzar los derechos de los consumidores en el ámbito de la Unión Europea, y como medida estrella, se prohíbe el uso del fax entre empresa y consumidor, al resultar obsoleto y poner en peligro los sistemas de protección de datos, intentando solucionar situaciones de vulnerabilidad de las empresas ante el robo y filtración de datos personales.
Por otro lado, se pretende equiparar la entrega de datos personales a la venta electrónica, es decir, se equiparan los derechos del consumidor en cuanto a la protección de datos, que podrá desistirse del uso de sus datos y reclamar igualmente indemnización en caso de daño.
La directiva endurece las sanciones en caso de cláusulas abusivas. Se prohíbe la reparación o la sustitución frente a la indemnización por daños y perjuicios o la rebaja del precio por no resultar suficientemente disuasorio. Las sanciones deben de ser «efectivas, proporcionadas y disuasorias», y por ello, pueden ser de «al menos» el 4% de la facturación anual, sin perjuicio que además pueda haber multas diarias u otros mecanismos para incentivar el pronto cumplimiento. Uno de los grandes objetivos de la norma, plantear medidas disuasorias ante el abuso por parte de las empresas.
En lo relativo a la publicidad insertada en los distintos motores de búsqueda, la Directiva obliga a informar si lo indexado en dicho motor de búsqueda forma parte de publicidad o patrocinio o está exenta de cualquier tipo de impulso económico para ser posicionada. Y esa información debe de ser «sucinta y proporcionada de manera fácil y destacada».
La compraventa online también se modifica, el cliente tendrá derecho a conocer si su vendedor es o no comerciante. En el caso de que sea un particular y no tenga consideración de comerciante, el cliente no tendrá derecho a desistir de lo adquirido en los siguientes 14 días siguientes a la compra. Si se trata de una transacción comerciante-comprador, el proveedor deberá obtener el consentimiento expreso de cobro durante ese período de 14 días después de la compra.Este desistimiento deberá formar parte de la fase precontractual, y, en general, los derechos del consumidor deben de ser de fácil acceso, lenguaje sencillo y de «diseño universal», adaptado para las personas con discapacidad.
Como novedad, la directiva también permite que el comerciante personalice la oferta en función del perfil del consumidor, su poder adquisitivo o su comportamiento siempre que informe de ello y de los criterios utilizados. También están permitidos los precios dinámicos o fijados en tiempo real. Estamos ante una norma que también habilita nuevos espacios para la venta, desde el punto de vista del comerciante.
Con el objetivo de respaldar y proteger los espectáculos culturales y deportivos, se prohíbe la reventa de entradas utilizando artimañas digitales como los denominados bots, por lo que viene a incorporar medidas capaces de hacer frente ante técnicas fraudulentas de venta diseñadas recientemente.
Photo by rupixen.com on Unsplash
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