Science & Tech · Big Tech & Internet · 47 mins ago
EU proposes tougher rules on influencer ads and online sales
The European Commission has proposed a Digital Fairness Act to update EU consumer protections for online shopping and digital services.
Influencers would have to clearly label paid promotions, and brands and agencies that commission them could also be held responsible.
The proposal targets deceptive design tricks, including fake scarcity messages, guilt-inducing cancellation screens and options selected to benefit sellers.
It would require clearer prices and fees, while free trials could not become paid subscriptions without explicit consent and cancellation would need to be as easy as signing up.
Users could turn off features such as infinite scrolling and autoplay, and paid loot boxes would be banned for children.
For widespread violations across at least two-thirds of EU member states and the EU population, the Commission could impose fines of more than 6% of a company’s annual worldwide revenue.
The European Commission has proposed a Digital Fairness Act to strengthen consumer protection in online markets.
The proposal would require influencers to clearly disclose paid promotions and commercial collaborations.
It would also target deceptive online sales tactics, subscription traps and features designed to keep users engaged.
The rules would require greater transparency on dynamic prices and give users more control over features such as autoplay and infinite scrolling.
The Commission estimates the measures could save consumers up to 13.7 billion euros a year.
- Who
- The European Commission proposed the Digital Fairness Act. It would affect online platforms, businesses and influencers.
- What
- The proposal would tighten consumer-protection rules for online advertising, sales and services.
- When
- The Commission presented the proposal on 11 November 2026.
- Where
- The proposal concerns the European Union.
- Why
- To strengthen consumer protection in the digital economy and address unfair online commercial practices.
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- Proposal
- Digital Fairness Act
- Estimated consumer savings
- Up to 13.7 billion euros a year
- Influencer disclosures
- Paid promotions and commercial collaborations must be clearly identified
- Dynamic pricing
- The proposal does not ban it but would require greater transparency
- Commission enforcement threshold
- Widespread violations in at least two-thirds of EU member states and population
- Potential penalties
- More than 6% of a company’s annual worldwide turnover
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What people are saying
the most significant update to European consumer protection legislation in more than 20 years
every euro counts