New EU rules to give online shoppers greater protection Updated / Wednesday, 11 Nov 2026 17:42 woman making online payment via laptop while unboxing a packageGetty Gail Conway By Gail Conway Business Reporter New EU legislation is set to help protect online shoppers from hidden fees, misleading prices and manipulative sales tactics. The revamped rules will help people navigate online platforms when buying tickets for sport and music events, products promoted by social media influencers and other e-commerce. The Digital Fairness Act (DFA) was presented today by Ireland's European Commissioner Michael McGrath. It aims to protect consumers from unfair commercial practices and ensure that people get a fair deal in the digital marketplace. The Act will allow EU authorities to tackle unfair practices in digital markets more effectively, ensuring that all traders play by the same rules. Some of the key changes include a ban on manipulative marketing tactics that might pressure people into buying stuff they might not otherwise choose, such as fake claims that a product is almost sold out. The Act will also restrict unfair practices that encourage overspending, for example by banning loot boxes in video games for minors. According to the rules consumers must be allowed the choice to turn off addictive features, including endless scrolling and autoplay of videos. The changes will also apply to influencers, they will be required to clearly disclose advertising and to not exploit the trust of minors in their audience. While unfair personalised ads and prices that target minors or take advantage of vulnerabilities will also be restricted. More than 80% of popular e-commerce websites and mobile apps contain manipulative marketing tactics, while unfair commercial practices online cost EU consumers an estimated €10.3 billion every year. Commissioner McGrath said: "Whether people are shopping online, signing up for a subscription or buying tickets for a major concert or sporting event, they deserve a fair deal. "They should know exactly what they are paying before they commit to a purchase - without hidden fees, misleading prices or pressure tactics designed to make them spend more. "At a time when households are already under pressure from the cost of living, this matters more than ever," he said. Commissioner McGrath said the DFA will put consumers back in control and that the principle is simple, "the digital economy must work for consumers, not against them." Alongside the DFA, the Commission proposed a revision of the Consumer Protection Cooperation Regulation (CPC Regulation). The revised rules would grant the Commission stronger powers to directly investigate and issue fines in large-scale cases that have a significant impact on consumers across the Single Market. Digital Business Ireland said the Act must protect legitimate businesses, but expressed concern it could undermine legitimate personalised advertising and digital marketing which are affordable tools that help SMEs grow. DBI Chair Victor Timon said: "The focus here should be on tackling harmful and exploitative practices, not restricting responsible advertising based on legitimate consumer interests. "DBI will be calling for careful consideration of the proposed measures and amendments where appropriate to ensure rules are clear, avoid unnecessary data collection and impose obligations proportionate to each business's actual role, knowledge and control.
