DIGITAL IDENTITY AS A KEY FACTOR IN THE ESTABLISHING OF THE RIGHT TO A NAME

Анотація

The article explores the phenomenon of digital identity as a new form of personification of an individual in virtual space and its interrelation with the right to a name, which constitutes one of the key components of the system of personal non-property rights. The essence and structure of the concept of “digital identity” are revealed, and its main levels – legal, social, and behavioral – are identified, reflecting the multidimensional nature of modern personal identity in the digital environment. Special attention is given to the tools of self-expression in the network – nicknames, pseudonyms, accounts, avatars, and digital signatures – through which user personification in the online space is carried out. The paper analyzes the trends in the formation of digital identity in the context of the digitalization of society, the development of social networks, and the growing influence of artificial intelligence technologies. The main threats to the realization of the right to a name in the digital space are outlined, including fake accounts, cybersquatting, identity theft, user anonymity, and the spread of deepfake technologies, which create risks of falsifying a person’s digital image. The necessity of improving national and international legal regulation in the field of digital identity protection is substantiated, in particular through the development of unified standards for user verification and authentication, as well as the introduction of ethical principles of interaction within the digital communication environment.

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