The features of protection of the rights of consumers - participants of foreign trade turnover in the context of digitalization

Introduction: digitalization has a serious impact on all spheres of life and affects the entire society. For entrepreneurs, it offers many new opportunities - from optimizing industrial production to developing completely new business models. The overall situation is changing rapidly, creating new challenges for the government and society. Consumers, as the weakest market participants, are particularly in need of protection, since they risk being unable to keep up with the rapid pace of business operations. Globalization amplifies these effects: in particular, online commerce benefits from cross-border digital markets. This has led to the emergence of corporations that dominate the markets of different countries. Individual consumers who want to defend their rights face the combined resources of corporations. Thus, consumer protection is a global problem. The purpose of the study: the consideration of the special features of protecting the rights of consumers - participants in foreign trade turnover using digital technologies. Methods: dialectical, system, logical, analysis, synthesis. The results of the study: the mechanisms for the effective protection of consumer rights are investigated. Conclusions: the author justifies the implementation of a set of measures and the creation of a regulatory framework that will expand the rights and opportunities of consumers at the international level and allow settling disputes and compensating for harm. According to the author, modern consumer protection is necessary to ensure a balance of interests of the market participants and to ensure that all participants - from multinational corporations to end consumers - benefit from digitalization, which consists in eliminating the risks of digitalization, using its opportunities and taking into account the interests of all participants.