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EU Bans Dark Patterns, Cracks Down on Influencers
9 Nov
Summary
- EU law will ban deceptive 'dark patterns' online.
- Influencers must clearly label ads and collaborations.
- Children-targeted ads and video game 'pay-to-win' are banned.
The European Union is overhauling its consumer protection rules with a new "Digital Fairness Act" aimed at combating deceptive online practices. This upcoming legislation will ban "dark patterns," which are design features intended to trick users into making unintended purchases or decisions. Furthermore, greater transparency in pricing will be mandated, preventing practices like "drip pricing" where hidden fees are revealed only at checkout.
Influencer marketing is also under scrutiny, with new rules requiring content creators to explicitly label sponsored posts as "advertisements" or "commercial collaborations." Brands will be prohibited from using influencers to encourage the purchase of products among children. Additionally, video games will not be allowed to offer minors "pay-to-win" or "pay-to-progress" features, and in-game virtual currencies must display their real-world value.
The act also addresses user control over digital experiences, including the right to disable autoplay features and non-essential notifications. Platforms will be required to remind users about the end of free trial periods, including associated costs. Consumers will also be informed of the maximum price for online orders before finalizing their purchase.
