EU Proposes Digital Fairness Act to Outlaw Dark Patterns and Loot Boxes

The EU has introduced the Digital Fairness Act, a draft law designed to crack down on manipulative online tactics like “dark patterns” and paid loot boxes. Under this proposed legislation, tech companies using deceptive interface designs to trick consumers into unwanted purchases or subscriptions could face fines of up to 6% of their global annual revenue.

EU Proposes Digital Fairness Act

The consumer protection measures target common e-commerce traps. Key provisions include prohibiting fake low-stock countdown timers, banning pre-selected paid extras at checkout, and eliminating the practice of hiding cancellation buttons behind convoluted menus. Additionally, free trials will require explicit consent before charging users, and customer support systems must offer access to a human representative.

The video game industry will also face stringent new rules. Paid loot boxes will be completely banned for minors, while adult players will have a mandated option to disable them. In-game currencies must display their real-world monetary equivalents, and in-app purchases for minors will be disabled by default, requiring strict parental approval.

Other notable measures include giving adult users a manual switch to disable app features designed to trigger compulsive scrolling. Ticketing platforms using dynamic pricing will be required to display the maximum potential cost alongside live rates. Furthermore, influencers and sponsoring brands will share legal liability for clearly labeling paid content.

To enforce these rules, the Act would empower officials in Brussels to directly investigate major cross-border violations, streamlining enforcement across Europe. Authorities estimate these changes could save European consumers EUR 13.7 billion (USD 15.3 billion) annually. The draft law still awaits approval from the European Parliament and member states.

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