Rebbouh, Manel

The rapid expansion of digital marketing tools in Algerian e-commerce has exposed significant gaps in the existing legal framework, marked by regulatory fragmentation and the absence of a coherent consumer protection regime. Despite the enactment of Law No. 05-18 on e-commerce and Law No. 07-18 on personal data protection, the Algerian legislative framework remains inadequate compared to the accelerating pace of digital commercial practices and prevailing international standards. This study critically examines the legal regulation of digital marketing tools in Algeria through a doctrinal and comparative approach, drawing on national legislation, judicial practice, while using statistical indicators as empirical evidence of existing legal gaps. The study concludes that Algeria urgently requires comprehensive legislative reform, encompassing clearer liability rules, closer alignment with international digital law standards.