From WIRED · Isabella Ward · · 1m 10s
EU targets dark patterns and addictive design
The European Commission unveils sweeping digital fairness rules to protect consumers from manipulative online practices.
In brief
The European Commission unveils sweeping digital fairness rules to protect consumers from manipulative online practices. The EU's Digital Fairness Act bans dark patterns, restricts dynamic pricing, and requires easier subscription cancellation to protect consumers from harmful digital practices. Originally reported by…
EU announces digital fairness rules
The European Commission unveiled the Digital Fairness Act on Wednesday to protect EU citizens from harmful digital practices in shopping, social media, and apps.
What the rules ban and require
The act bans dark patterns that manipulate consumers, restricts dynamic pricing by ticket retailers like Ticketmaster, requires influencer payment disclosure, and makes subscriptions easier to cancel.
Addictive features must be optional
Consumers can turn off addictive design features like autoplay and streaks on apps including Strava and Duolingo. Personalized advertising targeting minors is also banned.
Biggest consumer law update in decades
Michael McGrath, the EC Consumer Protection Commissioner, called it the most significant reform of EU consumer protection rules in more than twenty years.
“The digital fairness act will make sure the digital economy works for consumers and not against them.”
Enforcement powers and fines
The Commission gains direct powers to investigate large-scale impact and fine firms up to six percent of worldwide annual turnover. Non-EU companies must appoint local legal representatives.
What to remember
The EU's Digital Fairness Act bans dark patterns, restricts dynamic pricing, and requires easier subscription cancellation to protect consumers from harmful digital practices.
