November 12, 2026, 12:17 pm | Read time: 2 minutes
With the “Digital Fairness Act,” the EU aims to better protect consumers online from manipulative practices. The plans could significantly change online shopping, social networks, games, and digital subscriptions.
EU aims to stop subscription traps and dark patterns
In online shopping, retailers will no longer be allowed to pressure customers with fake scarcity notices like “Only 2 left in stock.” So-called dark patterns are also on the ban list. These include pre-checked boxes or deliberately complicated cancellation processes.
In general, consumers should be able to terminate a contract as easily as they entered into it. Stricter rules are also planned for trial subscriptions. Before a free offer continues as a paid service, providers must inform their customers and obtain explicit consent. The EU also wants to limit emotional messages designed to deter users from canceling.
What Are “Dark Patterns”?
EU Commission Prepares Stricter Rules for Social Networks
New regulations for social media, gaming, and tickets
Social networks and influencers are also coming under increased scrutiny. Paid advertising must be clearly labeled, misleading advertising promises and targeted ads to minors are to be prohibited. Platforms should also allow users to individually disable features like endless scrolling or auto-playing videos.
The EU also plans changes in gaming. Minors should not be able to purchase loot boxes with gambling characteristics. Virtual currencies should initially be disabled for children. In ticket sales, providers should offer more transparency: consumers should be able to see how many tickets are available at the lowest price and what the maximum price could be. However, the EU does not plan to completely ban dynamic pricing.
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No obligation to use chatbots in customer service
New rights are also planned for customer service. Companies should not be allowed to refer customers exclusively to chatbots or AI systems for issues. Consumers should still have the option to speak with a human. Even if AI agents independently shop for users in the future, existing consumer rights should remain intact.
In cases of serious cross-border violations, companies could face fines of up to six percent of their global annual revenue. However, the plans have not yet been finalized. The European Parliament and EU member states need to negotiate them. Resistance comes from German publishing associations, which fear that stricter rules for trial subscriptions could disadvantage digital business models.