Doublespeak
This chapter turns to linguistic matters. It explores how, despite their focus on commercial labour intermediation, platforms were originally cast in a different light, operating under the mantle of a ‘sharing economy’. Superficial as this may seem, language matters—not least as a driver of regulatory approaches. To understand the gig economy, it is crucial that we look behind the language of innovation and technology, of sharing and collaborative consumption, and of ‘gigs’ and ‘tasks’. This chapter first focuses on arguments that the gig economy should not be regulated at all, discerning multiple iterations of this approach, with varying degrees of sophistication. At its crudest, this is the story that the law stands in the way of innovation and should leave ‘disruptive’ businesses well alone. At a more sophisticated level, we then encounter different proposals for new forms of regulation.