EU app rules to let users switch off addictive features

The European Union is due on Wednesday to propose new digital consumer rules that would force platforms to let users turn off features described as addictive and would ban online designs that trick people into unwanted choices.

The proposal, called the Digital Fairness Act, would update EU consumer rules for online services. Draft documents seen by AFP say it would give the bloc power to fine companies up to six percent of annual turnover in large-scale cases.

The draft proposal includes a ban on “dark patterns”, stricter labelling rules for influencer marketing, and a ban on offering minors “pay-to-win” or “pay-to-progress” features. It would also require in-game virtual currencies to show their real-world value.

Platforms would have to remind consumers when a free trial is ending, including the end date and the cost of continuing. Users would also be able to demand access to human customer service operators.

The EU also wants online shoppers to see the full price before checkout, targeting “drip pricing”, where fees appear only late in the buying process.

Official data cited by the EU says problematic digital practices cost European consumers 10.3 billion euros, or $11.5 billion, a year.

EU consumer protection chief Michael McGrath has previously said the rules aim to step up action against unfair commercial practices. Agustin Reyna of the European Consumer Organisation said the proposal was needed to give consumers more control over how much time and money they spend online.

Some consumer and advocacy groups said enforcement and the scope of the proposal would be important. Finance Watch said the draft rules on dark patterns moved in the right direction but warned of gaps in consumer protection for financial services.