More and New Rules on the Horizon to Protect Consumers in the Digital Realm

Despite repeated calls for greater simplification and a focus on the practical application of existing EU rules, the European Commission is still committed to presenting a number of new legislative proposals in the coming years in the fields of consumer protection and the digital economy.

The Commission is currently preparing its updated Consumer Agenda, which will define EU consumer policy priorities for the next five years. The new Agenda is to empower consumers throughout the green and digital transitions, and ensure that no one is left behind.

Key priorities of the forthcoming Agenda include:

• Promoting digital fairness and closing remaining protection gaps
• Supporting sustainable consumption patterns
• Facilitating cross-border purchases and access to the single market
• Enhancing protection for vulnerable groups

The 2025–2030 New Consumer Agenda, expected to be adopted by the end of this year, will be complemented by a Single Market Action Plan. The later aimed at further streamlining consumer access to an integrated single market.

A public consultation is currently on-going with a deadline for responses by the end of August.

More digital play rules

In parallel, the Commission is advancing its internal work on a major new legislative initiative: the Digital Fairness Act (DFA). The DFA is hoped to close existing gaps in existing regulations.

The DFA will specifically target:

• Dark patterns that may mislead users into unwanted actions
• Manipulative influencer marketing
• Addictive interface designs
• Opaque personalisation algorithms
• Subscription traps with unclear or complicated cancellation procedures

A legislative proposal is foreseen in the third quarter of 2026, with preparatory work and public consultation activities expected to begin shortly. Once adopted, the DFA is to hopefully complement and not duplicate existing legislation, including the Digital Services Act (DSA) and the Digital Markets Act (DMA).

The extent of needed adjustments will vary across sectors and jurisdictions, depending largely on existing national standards, sectors and business models. However, the overall trend points clearly towards increased paperwork, tighter compliance obligations, and greater enforcement scrutiny at both national and EU levels.

Eurofinas remains fully engaged, monitoring developments closely and advocating for the interests of its members. The Federation is committed to ensuring that the future consumer protection framework remains balanced, proportionate, and fit for purpose, supporting both effective consumer protection and a competitive, innovation-friendly market environment.