The European Commission has proposed new rules to strengthen online consumer protection, targeting misleading marketing tactics, hidden fees, difficult subscription cancellations and other unfair commercial practices.
The proposed Digital Fairness Act aims to ensure that consumers receive the same level of protection when shopping online as they do in physical stores.
According to the Commission’s 2025 Consumer Conditions Scoreboard, around 60% of consumers buy goods or services online. However, online shoppers are more than 60% more likely to experience problems than those who shop offline.
The Commission says the proposed legislation will protect consumers of all ages while creating fairer competition for businesses. It estimates that the measures could save EU consumers up to €13.7 billion a year.
Fake scarcity claims and hidden fees
The Digital Fairness Act will target so-called dark patterns, which are manipulative online practices designed to influence consumers’ decisions.
These include misleading claims such as “Only two items left” or “Limited-time offer” that pressure shoppers into making purchases they might otherwise avoid.
The proposal also seeks to improve price transparency. Companies operating virtual queues will have to display the current price in real time, as well as the highest possible price.
Another measure would allow consumers to switch off addictive design features that encourage excessive or compulsive spending, including persistent prompts.
Influencer advertising and personalised offers
The proposed rules will also require influencers to clearly disclose when their content involves commercial promotion.
They will restrict unfair personalised advertising and pricing practices targeting minors, aiming to prevent children and teenagers from being exposed to commercial techniques that exploit their vulnerabilities.
Easier subscription cancellations
The Commission also wants to make digital contracts and subscriptions easier to cancel.
The proposal targets unwanted automatic renewals and free trials that turn into paid subscriptions without consumers fully realising what they have agreed to.
It would also simplify the application of the EU Consumer Rights Directive to online services. This includes clearer pre-contractual information requirements for repeat in-app purchases and simpler rules for cancelling digital media subscriptions during the withdrawal period.
The Digital Fairness Act is a legislative proposal and does not mean that the new requirements are already in force.
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