EU draft would ban ten manipulative online design tactics

The European Commission plans to blacklist ten manipulative website and app designs under a draft Digital Fairness Act due to be presented on Wednesday. The proposed bans cover false scarcity claims, pre-selected extras, fake notifications and repeated prompts to reverse a decision. Authorities would no longer need to prove harm case by case, and the Commission could fine companies up to 6% of their global turnover.

The draft would require a clear online subscription cancellation button, prohibit unavoidable fees appearing only at checkout and prevent free trials from becoming paid subscriptions without active consent. Consumers would receive renewal reminders and gain the right to speak to a human in customer service. Users could also disable autoplay, streak-style rewards and chatbot features designed to simulate relationships and sustain engagement.

Paid loot boxes and pay-to-win mechanics would be banned for minors. In-game currencies would display their real-money value and be disabled by default for children unless parents approve. Profiling-based advertising to minors would be prohibited for all traders. AI shopping agents would have to disclose sponsored recommendations, while users would choose which purchases require approval.

The proposal needs agreement from the European Parliament and member states and would apply 12 months after entering into force. Germany has opposed creating a new horizontal law, arguing that existing consumer directives should instead be amended.