On the Legal Essence of Digital Reputation in Sharing Economy

Abstract

The article is devoted to the study of the legal aspects of digital reputation, which is a necessary attribute of virtual interaction and a significant indicator of digital trust in the sharing economy. The authors analyze the essence and significance of reputation in the context of the development of new technologies; study the methods of modern online services for the formation and fixation of the reputation of users. The article expresses the opinion on the expediency of recognizing digital reputation as an independent value and a possible object of property relations. Attention is also drawn to the role of digital reputation in creating a personal brand as a means of individualizing a participant in legal relationships. As a result, directions for the development of legislation are determined, including the unification of rating systems, as well as other mechanisms used by digital services to form and assess the reputation of their users; the creation of a legal regime adequate to the essence of digital reputation; the creation of effective means for the preservation, transmission and use of information constituting a reputation, etc.