what is applicable law?
e-commerce transactions
It depends on the country the transaction is taking place in. Generally, the same regulations that govern other types of "distance selling", e.g. mail order, telephone order.
In the UK:
The Consumer Protection (Distance Selling) Regulations 2000
It's been updated to reflect the increase in e-commerce
Dormant Commerce Clause: Anticompetitive Barriers to E-Comm.
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