The European Commission on Wednesday proposed new digital rules called the Digital Fairness Act that take aim at tactics commonly used by digital companies to manipulate user behaviour, in a move that could affect e-commerce firms, social media companies and AI chatbots.

Under the proposed measures, which need to be approved by European governments and the European Parliament, would give consumers the ability to turn off features that encourage compulsive or excessive use.

Companies could face fines of up to 6 percent of their global turnover for violations.

Consumer protection

The rules cover addictive features such as autoplay and endless scrolling, as well as so-called dark patterns that manipulate consumers into making purchases or signing up for services.

The proposal targets influencer marketing and practices designed to maximise online spending, for instance falsely telling prospective buyers that a product is almost sold out, or making it difficult to cancel a subscription.

The measures could affect AI chatbots that encourage users to continue interactions.

The EU would also be given new powers to enforce consumer protection rules directly when a breach affects two-thirds of the bloc’s population, rather than relying on national regulators as is currently the case.

Digital manipulation

The rules wouldn’t be enforced for smaller companies, the Commission said.

EU rules such as the Digital Services Act already impose certain rules covering how large online platforms interact with users, with the Commission in February ordering TikTok to make changes to “addictive design” features that it said breach the DSA.

In 2024 the Commission ordered social media platform X, formerly Twitter, to make changes including removing “dark patterns” such as the alleged deceptiveness of X’s blue checkmarks.