A large majority of online consumers are calling on the EU to clamp down on deceptive design practices and unfair personalisation in the upcoming Digital Fairness Act (DFA), according to the European Commission’s latest analysis of its public consultation published on Friday.
The consultation – which ran between July and October – shows that 72% of respondents want new and binding EU rules on so-called dark patterns, or deceptive design techniques used by online platforms to steer users’ behaviour. Among them, 82% flagged click fatigue and 84% pointed to false impressions of choice as areas where EU intervention is needed.
“The digital space should empower people and reflect our shared values,” Consumer Commissioner Michael McGrath said in written comments to Euractiv, noting that more than 7,600 participants engaged in discussions on “how fairness should be upheld online”.
In total, the Commission analysed 3,341 responses to the public consultation. The 7,600 figure cited by McGrath also includes contributions submitted through the Commission’s parallel “call for evidence” process.
Unfair personalisation practices also emerged as a key concern.
70% of respondents said new binding rules are required, with 86% calling for stronger consumer control over personalised advertising, including easy opt-in and opt-out mechanisms. Meanwhile, 85% said targeted advertising that exploits consumer vulnerabilities should be restricted through new EU legislation.
By contrast, just 26% of respondents supported new EU measures aimed at simplifying existing consumer rules to reduce regulatory burdens on businesses.
“We will build on this work to put forward a targeted and proportionate proposal,” McGrath said.
The European Commission is expected to table a legislative proposal for the DFA by the end of 2026.
(nl)