
30/07/2025
The Commission has opened a consultation on the EU's upcoming Digital Fairness Act. The ouctome will be critical for any food business operating online. This new law, scheduled for 2026, aims to target:
Dark Patterns: No more manipulative website/app designs. Think clear, opt-in choices for subscriptions, loyalty programs, or recurring food deliveries.
Influencer Misdirection: Strict rules on misleading marketing by social media influencers. Ensure all food product promotions are transparent and disclose commercial ties.
Exploiting Vulnerabilities: Focus on preventing addictive design and exploitation of vulnerable consumers (e.g., minors). Review gamified ordering or loyalty schemes.
Clearer Rules, Fairer Play: Aims to provide legal certainty for businesses, reducing market fragmentation and promoting fair competition, especially against non-EU traders.
Consumer Protection: Addresses an estimated €7.9 billion annual financial harm to consumers from unfair digital practices. Expect stricter enforcement.
While we suggest to work with trade organisations for comments, we are following actively developments to inform our regulatory advice.