The European Commission’s Digital Fairness Act, set to be proposed by mid-2026, is being positioned as a dual-purpose initiative aimed at protecting consumers while supporting businesses across the EU’s digital economy, according to Justice Commissioner Michael McGrath.
Speaking at the European Retail Innovation Summit in Brussels, McGrath emphasized that the legislation would not merely introduce additional compliance obligations but would also reduce administrative burdens, creating a more competitive, pro-business environment. “This is a pro-consumer and pro-business initiative,” he told an audience of industry leaders and policymakers.
Tackling Manipulative Digital Practices
The Digital Fairness Act will address a range of manipulative and misleading practices in the online marketplace, including the use of dark patterns—user interface designs intended to trick or pressure consumers into certain actions. These tactics were highlighted in the Commission’s Digital Fairness Fitness Check, a major review of EU consumer protection laws published in October 2024.
Other areas likely to be addressed in the legislation include:
- Influencer marketing transparency
- Addictive digital service designs
- Personalized pricing based on user profiling
- Virtual currencies in video games
- Emerging digital consumer risks
Supporting Businesses Through Simplified Regulation
While consumer protection remains a priority, McGrath acknowledged the cost of compliance with EU regulations, especially for small and medium-sized enterprises (SMEs). He stressed that the new law would offer clearer legal guidelines and help streamline compliance efforts, potentially saving businesses millions in regulatory costs.
Broad Consultation and Inclusive Development
According to Maria-Myrto Kanellopoulou, head of the Commission’s consumer law unit, the drafting of the Digital Fairness Act will involve “careful and thorough consultations” with stakeholders. A public consultation phase is expected to begin in the coming weeks, ensuring broad input from citizens, industry players, and experts.
Looking Ahead
The Digital Fairness Act is the next step in the EU’s broader push to modernize digital market rules following the Digital Services Act (DSA) and Digital Markets Act (DMA). By targeting both consumer rights and business efficiencies, the legislation could reshape the future of digital commerce across Europe.