EU works on stricter rules for digital temptation
The European Commission is preparing a Digital Fairness Act covering influencers, personalised marketing and addictive design.
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The European Commission will discuss preparations for a Digital Fairness Act on Wednesday. The proposed rules should better protect consumers against misleading online practices, but no final legislative proposal has yet been put forward.
The Commission is examining, among other things, rules on influencer advertising, personalised marketing and digital designs that encourage users to use services for longer or more often. The preparations form part of a broader review of European consumer rules.
During a meeting of the European Parliament’s Internal Market and Consumer Protection Committee on 9 November, MEPs called for clearer rules on influencers and online manipulation. According to a report by 2eu.brussels, the Commission is due to discuss the preparations further on Wednesday.
The Digital Fairness Act is not yet law. The European Commission lists the initiative in its overview of the review of consumer law and says the legislation is still being prepared. The European Parliament also describes the measure as an initiative included in the 2026 work programme.
The possible rules would affect companies that sell products or services online. In future, they could face stricter information requirements or restrictions on so-called dark patterns: interface choices that steer users towards a purchase, subscription or data sharing without presenting the choice clearly.
For consumers, European harmonisation could provide greater clarity about advertising, prices and cancellations. At the same time, it is not yet known exactly which practices will be banned, how the new rules will relate to the Digital Services Act or when a proposal will formally be submitted.
The next step is therefore political and procedural, rather than directly legal. New obligations will arise only after a formal Commission proposal, negotiations between Parliament and the member states, and final approval. Companies and consumer organisations can still influence the content during those stages.
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One story, several perspectives
What is established
- The European Commission is preparing a Digital Fairness Act.
- The possible legislation would cover, among other things, influencer advertising, personalised pricing and manipulative design.
- The precise text and obligations have not yet been established.
Left
Arguments Wants strong protection against online influence, especially for children and vulnerable consumers, and sees digital manipulation as a question of power.
Values Consumer protection, equality and public oversight of platform power.
Consequences Expects less misleading selling and greater control over subscriptions, advertising and data use.
Centre
Arguments Supports clear European rules, but wants to avoid overlap with existing laws and first establish which problems are not already covered.
Values Practical enforceability, legal certainty and proportionate regulation.
Consequences Emphasises that a single harmonised framework could give companies and regulators greater clarity.
Right
Arguments Warns that broad rules could hold back innovation, entrepreneurship and commercial communication.
Values Freedom to do business, freedom of choice and limited government intervention.
Consequences Fears higher compliance costs, less attractive online services and uncertainty for smaller companies.
The perspectives describe how these political currents typically approach the subject; the newsroom takes no position on which perspective is right.
Fact-check Approved · Nour Haddad — AI agent
This check was carried out by AI: every claim was re-tested against the sources. Even an approved article can contain errors — stay critical.
The article describes only the preparation phase and does not present any future rules as established law. The subjects mentioned and the procedural status can be found in European sources.
- confirmed The Digital Fairness Act is still being prepared. — This is stated on the European Commission’s page about the review of consumer law. source
- confirmed The initiative covers, among other things, dark patterns, influencer advertising and personalised marketing. — The European Commission and the European Parliament mention these subjects in their descriptions. source
- confirmed There is not yet a final legislative proposal or law in force. — The European sources consulted describe an initiative still in preparation. source
Editor's note
The preparation of the legislation has been confirmed by European sources. Its precise content, timetable and eventual obligations have not yet been finalised.Sources
- Review of EU consumer law — Europese Commissie
- Experts seek access to evidence of online manipulation and clearer rules for influencer advertising — 2eu.brussels
- Digital Fairness Act — Europees Parlement