Abstract
<jats:p>This article is dedicated to the theoretical and legal comprehension of the consumer relations digital transformation as a new challenge to the Russian law. A diachronic comparative legal analysis of the Soviet and modern consumers rights protection models reveals fundamental contradictions between traditional contract law constructs and the platform economy realities. The study focuses on theoretical issues that did not exist in the Soviet period: the deformation of the subject matter, the legal relations object blurring, the transformation of the category of “price” in the context of “payment with data,” and the consumer behaviour algorithmic management. The author introduces the concepts of “digital consumer object,” “ecosystem responsibility,” and “algorithmic audit” and substantiates the concept of a hybrid state-oriented model of consumer protection that combines the public principles of the Soviet era with modern market instruments. The article also demonstrates the significance of Soviet historical and legal experience for developing the theoretical foundations of a new paradigm for consumer protection in the digital age.</jats:p>