The Law and Economics of Personalization: Taking Marketing Seriously

Dr. Adrianus Johannes van Heusden is a lawyer-economist whose passion for law and economics runs like a red thread through his academic career. He holds two bachelor’s degrees in Law and Economics from Erasmus University Rotterdam, as well as three master’s degrees: an M.Sc. in Economics and Business (cum laude), an LL.M. in Commercial Law, both from Erasmus University Rotterdam, and a European Master in Law and Economics (EMLE, cum laude) from the Universities of Haifa, Ghent, and Aix-Marseille. In 2020, he won the Best Thesis Award for his thesis ＂The Impact of Branding on Boilerplates: A Law and Economics Analysis of Standard-Form Contracting.＂ He completed his Ph.D. on the interplay between AI-driven marketing and consumer policy, conducting an in-depth analysis of the practice of personalized marketing. He was awarded an Erasmus Trustfonds Scholarship for his research, which facilitated a research stay at the University of Lucerne, Switzerland. His areas of expertise include microeconomics, marketing, consumer law, and digital regulation, with a particular emphasis on the Digital Services Act. Adrianus is fluent in Dutch, Spanish, English, French, German, and Italian.