Beteendevetenskapens roll vid tillämpning av marknadsföringsrätten : En analys av kravet på måttfullhet vid marknadsföring av krediter

Sammanfattning: The requirement to exhibit moderation in the marketing of loans is still new and relatively undefined. According to the preparatory works of the new consumer credit law it is the task of the practitioners of the law to provide the more precise definition of the requirement. In the preparatory works it is also expressed that human tendensies such as overoptimism and time-inconsistent preferences as well as framing effects in the presentation of a loan may be exploited in the marketing of loans. The terms "overoptimism", "time-inconsistent preferences" and "framing effects" can be derived from the behavioral research made on human economic behavior. The mentioning of them in the preparatory works raises the issue of which role behavioral sciences plays, and may come to play, in the interpretation of the moderation requirement. Put in a wider perspective, it also raises the question of which role behavioral sciences may come to play for the practice of marketing law in general.In this essay, the requirement to exhibit moderation in the marketing of loans is first examined and compared to other similar kinds of requirements. Then, the concepts of overoptimism, time-inconsistent preferenses and framing effects are analysed and put into relation to the requirement. In order to determine whether or not there is a need for influences from the behavioral sciences in the practice of marketing law the view of consumers held by the courts and the legislator is then examined. Finally, ways of incorporating a behavioral sciences perspective in the interpretation of the moderation requirement as well as in the practice of marketing law in general are proposed. It is concluded that certain experi-mentally observed psychological effects could serve as guidance in determining whether or not the moderation requirement is respected. It is also concluded that behavioral research can help paint a more realistic of the average consumer in the general practice of marketing law. With regards to the current practice of marketing law, the step to explicitly incorporating a behavioral sciences perspective into it may seem like a big one. The discussion surrounding the practice of what has been called "behavioral law" has, however, only just begun.