European Commission launches consultation on the Digital Fairness Act
The European Commission has launched a public consultation on a proposed Digital Fairness Act (DFA) to strengthen consumer protection in digital markets and address gaps not covered by the Digital Services Act (DSA) and Digital Markets Act (DMA). If adopted, the DFA would become a central pillar of EU consumer protection, reshaping interface design, pricing transparency, personalization, subscription management, and digital marketing across B2C services. In parallel, the Commission is consulting on the 2025–2030 consumer policy strategy, with a focus on digital fairness and enforcement.
Six priority areas are signaled. These include banning dark patterns; prohibiting drip pricing and misleading “from €X” offers with total prices shown upfront; safeguards for vulnerable users through targeting limits and default opt-outs; controls on addictive design and gamification, especially affecting minors; stricter disclosure for influencer marketing, including clear local-language labels; and simplified contract management, such as one‑click cancellation, transparent renewals, and clear disclosure around chatbots and auto‑renewals.
The DFA is expected to apply broadly to B2C digital businesses, especially those using online interfaces, personalization, dynamic pricing, automated subscriptions, or design features that steer choices. Likely affected sectors include e‑commerce and platforms; streaming and subscription services; telecoms and connectivity; airlines and travel platforms; ride‑hailing and delivery; online pharmacies, wellness, healthcare and fintech apps; app stores; gaming services; and buy‑now‑pay‑later providers.
The consultation runs to October 9, 2025. A final impact assessment and consultation summary are slated for Q2 2026, followed by a draft legislative proposal in Q3 2026. The EU legislative process is expected through 2026–2027, with potential adoption by late 2027 and subsequent implementation deadlines. Stakeholders engaging now can influence scope, definitions, and compliance mechanics, helping align obligations with real‑world business models and avoid unintended consequences.
