European Commission proposes Digital Fairness Act to curb online marketing manipulation

On November 11, 2026, the European Commission introduced the Digital Fairness Act (DFA), a legislative proposal aimed at enhancing online consumer protection by curbing manipulative commercial practices. The initiative seeks to ensure that EU consumers receive the same level of safety and transparency online as they do in physical retail environments.

The proposed regulation specifically targets 'dark patterns,' such as deceptive countdown timers or false claims like 'only two items left,' which pressure users into making impulsive purchases. The act further aims to improve price transparency and simplify the process for cancelling digital subscriptions. According to the 2025 Consumer Conditions Scoreboard, while 60% of consumers shop online, they are 60% more likely to encounter issues compared to offline shoppers. Projections suggest these measures could save EU consumers approximately €13.7 billion annually.

This legislative move serves as a major update to existing EU consumer rules, acknowledging that the rapid growth of e-commerce has led to increased exploitation of shoppers. By mandating stricter enforcement across the Single Market, the Commission intends to create fairer competitive conditions for businesses while fostering trust in digital marketplaces. The proposal is currently under review as part of the Commission's broader efforts to regulate digital markets and standardize consumer rights across all member states.