In the relentless tide of technological innovation, the landscape of commerce is undergoing a profound metamorphosis, challenging traditional norms, and demanding a recalibration of legal frameworks. At the forefront of this evolution stand two disruptive forces: the Subscription Economy and Stealth Marketing. The Subscription Economy, characterized by a shift from ownership to access, has revolutionized traditional business models, providing consumers with unprecedented convenience. However, this paradigm shift presents a host of legal dilemmas, ranging from contractual intricacies and data privacy concerns to the need for adaptable regulatory measures. Simultaneously, the marketing ecosystem has burgeoned into a sophisticated realm, propelled by data analytics, artificial intelligence, and hyper-targeted messaging. As advertisements become increasingly personalized, the tension between effective marketing and safeguarding consumer rights intensifies. Stealth marketing is associated with deceptive practices and the disrespect for decisional privacy and dignity. The blurred lines between what is sponsored material and what is not pose pressing challenges for consumer protection advocates and legislators alike. This international seminar endeavours to illuminate the multifaceted challenges that consumer law encounters in the face of these transformative phenomena.