Consumer protection in the realm of immersive technologies

The experience of Australia

In September 2025, Australia released a¹ review of the risks associated with the use of immersive technologies. These technologies allow users to interact with digital content on the Internet at a level of perception (in 3D) that can feel almost like the real world. However, the level of immersion in this “artificial” world can vary.

The following technologies stand out:² virtual reality (VR ) such as a virtual reality³ headset (VR headset); augmented reality (AR ) such as applications for “trying on” goods in an⁴ interior); mixed reality (MR ) such as the creation of virtual human avatars). The global VR/AR⁵ technology market is projected to grow by 33.16% (from $20.43 bn in 2025 to $85.56 bn by 2030).

Immersive technologies pose risks:

1) Unlawful collection of large amounts of personal data (especially sensitive data). The main risk of violation is the difficulty of providing meaningful consent to the collection, as users may not be aware of what information is being collected (e.g., data on body movements,⁶ physical reactions, psychographic data, etc.) which can be used to identify the user without their permission. Australia proposes integrating protective measures when creating devices and applications: a mechanism for controlling⁷ consent to collection, the ability to disable individual functions (such as location sharing or eye tracking) until the user enables them, and the ability to delete data (an “delete avatar” function that erases all data).

2) Violations of Internet safety standards (especially those affecting children). Technology can provide anonymity (for example, by replacing a real person with a digital copy—an avatar) and can be used by malicious individuals to involve children in sexualized violence through emotional manipulation. Australia's 2021 Internet Safety Act categorizes content by its level of danger into “Class 1 material” (destructive content that is prohibited from being displayed) and “Class 2 material” (content that is age-restricted). Content (e.g., MR applications) may also fall under Class 1, requiring providers to restrict access to it and provide annual reports⁸ on measures to prevent its distribution.

3) Violations of consumer rights through the manipulation of behavior caused by the excessive realism and emotional intensity of the content. For example, deepfakes in the form of 3D avatars of celebrities can mislead users into making purchases or investing in financial lotteries.

Russia’s experience

The development VR/AR technologies in Russia was set out in the 2019 Roadmap for the Development of Cross-Cutting Digital Technology: Virtual and Augmented Reality Technologies. The national project “Digital Economy» includes the task of developing standards for processing large data sets and information security standards in VR/AR systems. At the same time, issues regarding compliance with legislation on personal data, child protection, regulation of property relations, etc. in the metaverse remain unresolved in Russia.

With the development of technology in Russia, measures to regulate the industry may also be adopted (as in South Korea and the UAE), primarily self-regulation, including issues of data protection, the emotional impact of technology on children, the distribution of illegal content in immersive environments, etc.

From the monitoring issue No. 9 (21), September 2025. Download the full issue (PDF) · issue page at the Gaidar Institute