The European Commission on Wednesday unveiled its Digital Fairness Act, a sweeping update of the EU's consumer protection rules that would ban manipulative "dark pattern" designs, force platforms to let users switch off addictive features, and fine companies up to 6 percent of their annual worldwide turnover for the worst abuses.
The proposal, presented by consumer protection chief Michael McGrath, is designed to close gaps campaigners say leave Europeans exposed to unfair digital practices despite the bloc's existing laws on data protection, artificial intelligence and online content. It would repeal and replace the 2005 Unfair Commercial Practices Directive with an EU-wide regulation that applies directly in all member states.
At its core is a ban on dark patterns — deceptive or manipulative interface designs on websites and apps that steer people toward purchases or settings they did not intend. The draft lists 10 practices that would be deemed unfair in all circumstances, sparing regulators from having to prove harm case by case, including fake counters showing how many items are in stock or how many people have bought a product to create a false impression of scarcity. The Commission would be able to add new practices to the list without reopening the legislative process.
The proposal also takes on addictive design. Companies whose features encourage "compulsive or excessive use" would have to give consumers simple ways to disable them, individually or all at once. The covered features include autoplay and uninterrupted content consumption, push notifications unrelated to a user's own activity, streak-style reward mechanics that keep pulling people back into an app, and AI chatbots that simulate personal relationships to sustain engagement. The rules would apply to adult users as well as minors, though the proposal stops short of a general ban on infinite scrolling or autoplay.
For children, the protections go further. The draft would ban paid random loot boxes and pay-to-win or pay-to-progress mechanics in video games for minors, and require in-game virtual currencies to show their real-world value. Personalized advertising aimed at minors or at consumers considered vulnerable would also be targeted.
The package includes new rules for subscriptions and influencer marketing: a clear cancellation button for subscriptions, consent before free trials convert to paid plans, and a crackdown on undisclosed influencer promotions. The Commission would gain powers to investigate and sanction companies where an issue affects two-thirds of the EU's 450 million people, and it estimates the measures could save EU consumers up to 13.7 billion euros ($15.3 billion) a year.
The proposal builds on earlier enforcement. In February, the Commission issued preliminary findings under the existing Digital Services Act that a short-video platform's addictive design — infinite scroll, autoplay, push notifications and a highly personalized recommendation system — breached the rules.
The draft is not yet law. It must now be negotiated with EU member states and the European Parliament, a process that typically takes months and often reshapes the final text. Under the draft as written, the regulation would apply 12 months after it enters into force.
