EU

Brussels, 2025 – In an effort to create a more just and transparent digital landscape, the European Commission has launched a public consultation for the forthcoming Digital Fairness Act. This initiative is aimed at tackling growing concerns around manipulative online designs, misleading marketing, and unfair commercial practices that threaten consumer rights in the digital age. Following the findings of the 2024 fitness check on digital fairness, several gaps were identified in existing consumer protection frameworks. As a response, the proposed act seeks to enhance transparency, ensure fair competition, and protect users from deceptive digital environments. Key areas of focus under the Digital Fairness Act include: Unfair commercial practices, particularly those involving “dark patterns” that mislead or pressure users into unwanted actions. Misleading influencer marketing, where endorsements lack clarity or authenticity. Addictive digital product design, aimed at increasing user dependency without ethical safeguards. Unfair personalisation tactics, where user data is exploited to manipulate purchasing or behavioral choices. The initiative builds on the EU’s current digital rulebook but introduces stricter provisions for consumer fairness and market accountability. By creating a level playing field for online businesses, the Act also aims to simplify enforcement procedures and introduce reforms that make compliance clearer for all parties involved. The European Commission is inviting feedback from citizens, consumer groups, and stakeholders through an open consultation phase. The move reflects a broader commitment to strengthening digital rights and ensuring that the online marketplace operates with integrity, fairness, and transparency for all users. As digital services become increasingly central to daily life, the Digital Fairness Act marks a proactive step toward restoring balance between innovation and ethical consumer treatment in the EU’s digital economy.

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