This review synthesizes current research on the risk classification of AI systems in direct marketing under the EU AI Act, with particular attention to data privacy, consumer protection, and algorithmic transparency. The aim is to clarify how existing regulatory frameworks address the complex risks posed by AI-driven marketing and examine their implications for marketing practices. Specifically, the review evaluates risk classification criteria within the EU AI Act, benchmarks data privacy safeguards, identifies consumer protection mechanisms related to transparency and fairness, and assesses how these factors shape marketing strategies and consumer trust.

Drawing on interdisciplinary literature published between 2021 and 2025 and rooted primarily in European regulatory contexts, the analysis incorporates qualitative legal studies, empirical research, and conceptual frameworks. The findings reveal persistent ambiguity in the classification of high-risk AI systems and an overreliance on provider self-assessment, both of which hinder effective enforcement and compliance. Data privacy protections -largely grounded in GDPR and AI Act provisions, remain foundational yet are challenged by opaque algorithmic models that limit user understanding and control. Consumer protection emerges as a multidimensional concern, with existing legislation proving insufficient for addressing the risks of personalized and automated marketing, thereby underscoring the need for greater transparency, stronger accountability structures, and robust bias-mitigation tools.

Marketing practices, in turn, are shown to be evolving toward ethical AI governance models that balance personalization benefits with fairness, privacy, and consumer empowerment. Overall, the review highlights the need for clearer regulatory definitions, enhanced transparency standards, and stronger multidisciplinary governance to ensure responsible AI deployment in direct marketing. These insights provide valuable guidance for policymakers, marketers, and scholars seeking to strengthen legal and ethical frameworks while fostering consumer trust and sustainable AI-driven marketing practices.