The European Commission has introduced the Digital Fairness Act, a proposal aimed at curbing manipulative online practices. The legislation seeks to empower users by granting them the right to disable features designed to induce addiction or excessive usage of digital services.
The proposed regulations target major social media platforms such as YouTube, Instagram, and TikTok, as well as e-commerce sites and AI chatbots. The act specifically prohibits dark patterns, which include deceptive interface designs that trick consumers into making unintended purchases or subscriptions.
Under the new rules, AI chatbots may face restrictions on their ability to encourage continuous user interaction. Furthermore, the proposal explicitly bans false claims regarding product scarcity, a common tactic used to pressure consumers into making quick decisions.
The European Commission plans to expand its direct enforcement powers. If a violation impacts two-thirds of the EU population, the Commission will intervene directly, bypassing national regulators. Penalties for non-compliance could reach 6 percent of a company's total global annual turnover.
Small businesses are expected to be exempt from the direct enforcement scope of the Commission. The Digital Fairness Act is currently subject to negotiations and approval by European legislative bodies, meaning the final version may undergo significant revisions.
