EU Proposes Digital Fairness Act to Ban Dark Patterns

The European Commission has proposed the Digital Fairness Act to ban deceptive app practices, hard-to-cancel subscriptions, and loot boxes targeted at minors. Non-compliant companies could face fines of up to six percent of their global annual revenue.

The European Union has introduced a new set of consumer protection proposals known as the Digital Fairness Act. The draft rules aim to eliminate manipulative online practices, including addictive app features, unclear pricing, persistent spending prompts, and dark patterns like subscription traps. In addition to targeting features that encourage excessive spending, the legislation seeks to restrict unfair marketing practices aimed at minors, such as pay-to-win elements in video games and personalized ads. The proposal also outlines a more centralized enforcement structure, granting the Commission direct investigation powers for large-scale consumer issues.

EU Proposes Digital Fairness Act to Ban Dark Patterns and Loot Boxes