# EU targets loot boxes and dark patterns in new fairness rules

> The Digital Fairness Act proposes sweeping restrictions on gaming, social media, and e-commerce to protect consumers from exploitative practices.
- Title: EU targets loot boxes and dark patterns in new fairness rules
- Summary: The Digital Fairness Act proposes sweeping restrictions on gaming, social media, and e-commerce to protect consumers from exploitative practices.
- Keywords: digital fairness act, eu commission, loot boxes, dark patterns, consumer protection, social media, influencer marketing, addictive design, The Verge
- Source: The Verge — https://theverge.com/policy/1031575/digital-fairness-act-eu-dfa-consumer-protection
- Author: Jess Weatherbed
- Published: 2026-11-11T18:13:52+00:00
- Read time: 1 min
- Topics: digital fairness act, eu commission, loot boxes, dark patterns, consumer protection, gaming, social media, influencer marketing, addictive design, technology, culture
## EU proposes sweeping online fairness rules
The EU Commission published the Digital Fairness Act on Wednesday to tackle practices that exploit consumers into spending more time and money online, including misleading prices and addictive design features.
## The act targets dark patterns and manipulation
The DFA bans manipulative marketing practices and dark patterns that push consumers into decisions they might not otherwise make, such as fake claims about products almost being sold out.
## Addictive features must be optional
The act requires consumers to turn off addictive features like persistent prompts, endless scrolling, and autoplay of videos. Restrictions also apply to AI companions and conversational chatbots.
## Loot boxes and gambling features restricted for minors
The DFA bans gambling-like features such as pay-to-win and pay-to-progress for minors. Influencers must clearly disclose advertising content and cannot exploit children's trust.
## Subscriptions and pricing must be transparent
Companies must make subscriptions and digital contracts easier to cancel with reminders about automatic renewals. Pricing must be clear, especially for dynamic pricing and virtual in-app currency purchases.
## Gaming industry pushes back hard
Gaming organizations have already slammed the DFA proposal, describing its restrictions around virtual currencies, loot boxes, and micro-transactions to minors as unworkable, unjustified and disproportionate.

> unworkable, unjustified and disproportionate
## Fines up to six percent of global turnover
The DFA will undergo approvals through the European Parliament and Council of the European Union before becoming law. Companies violating regulations could face fines of up to six percent of worldwide annual turnover.
## Key takeaway

The EU Commission published the Digital Fairness Act on Wednesday to tackle manipulative online practices including loot boxes, dark patterns, and undisclosed influencer marketing.