EU to make addictive app features easier to switch off

On Wednesday, the European Union will introduce new regulations aimed at curbing deceptive influencer marketing practices and enhancing user control over "addictive" features on digital platforms. The Digital Fairness Act (DFA) represents a significant update to consumer rules and will empower the EU to impose fines up to six percent of a company's annual turnover in severe cases.

The proposal addresses a multitude of issues that leave consumers vulnerable to harmful digital practices, including a ban on "dark patterns" and stricter rules on influencer marketing. The EU estimates that problematic digital practices cost European consumers 10.3 billion euros annually. Key provisions of the DFA include the prohibition of offering minors pay-to-win or pay-to-progress features, requiring in-game virtual currencies to display their real-world value, and ensuring users can easily access human customer service when needed.

The EU Consumer Protection Chief Michael McGrath emphasized the intent to "step up our fight against unfair commercial practices," citing data that reveals 97 percent of popular platforms employ dark patterns. The European Consumer Organisation's Agustin Reyna hailed the proposal as a "much-needed tool to give consumers back control of how much time and money they spend online."

The EU's digital watchdog has faced criticism for its enforcement of existing rules, prompting calls for stronger measures. While the proposal on dark patterns is seen as a positive step, concerns remain about its ambition to protect consumers in financial services, and potential loopholes allowing influencers to promote risky investments.