Chairs:

• Carmen Ligia Valderrama Rojas carmenl.valderrama@uexternado.edu.co
• Mariné Linares marine.linares@uexternado.edu.co

SPEAKERS

Alejandra Consuelo	Torres Gutiérrez
Dionisio Manuel	De La Cruz Camargo
Gustavo	Rodriguez García
Luis Felipe	Jaramillo De Los Ríos
Wendy	Ledesma Orbegozo

It is evident that within market structures around the world, consumer rights and free competition have increasingly become foundational pillars that sustain and define the economic regime established in constitutions across different regions. Unsurprisingly, international organizations and national constitutions alike have been developing guidelines and legislating on these matters.

However, the constitutionalization of consumer protection and free competition is now confronting new criteria that have emerged particularly from digital transformation and technological advancements, which are undoubtedly posing new and significant challenges for the protection of these rights. This makes it unavoidable to analyze constitutions from an economic perspective and to assess their sustainability in relation to the regulatory elements they contain, as well as the overarching objectives of the constitutional order.

In this context, it becomes necessary to ask whether existing constitutional norms remain sustainable or must be amended in light of the new challenges arising in market economies where digitalization and virtualization create constantly evolving demands. To mention only a few examples, we must consider questions such as: Can we overlook the development of e-commerce and its cross-border nature when seeking to protect both competitors and consumers? How can we ignore the sharp concentration of the digital market in the hands of a few actors? Is neuromarketing, driven by technological advancements, an area without limits that allows companies to expose consumers to advertising generated through digital tools? What impact does this new reality have on business management for market participants?