Commissioner Michael McGrath has indicated that the upcoming Digital Fairness Act (DFA) will introduce targeted measures against harmful online commercial practices such as dark patterns, addictive design, and unfair personalisation, while ensuring coherence with existing EU digital legislation. In a written answer to a parliamentary question from MEP Dan-Ştefan Motreanu (PPE), McGrath stressed that the DFA aims to fill gaps in consumer protection without creating regulatory overlap or increasing compliance burdens for businesses.
The answer, published on 14 July 2026, responds to concerns raised by both civil society and business stakeholders. Civil society groups have argued that current laws – including the Digital Services Act, Digital Markets Act, and AI Act – do not adequately address deceptive interface design, addictive features, and misuse of personal data that can harm consumers, particularly minors. Business organisations, meanwhile, have warned that a new legislative initiative could add regulatory layers, legal ambiguity, and higher compliance costs if it overlaps with existing frameworks.
McGrath confirmed that the DFA is a key initiative in the Commission's work programme for the fourth quarter of 2026 and that an impact assessment is currently underway. The proposal will build on the findings of the Digital Fairness Fitness Check, which identified gaps in online consumer protection. The Commissioner stated that the DFA will propose “targeted and proportionate measures” to address problems such as dark patterns, addictive design, unfair personalisation targeting vulnerabilities, problematic influencer marketing, unfair pricing practices, and difficulties with managing online contracts.
To avoid legislative overlap, McGrath pledged that the DFA will be developed in full coherence with the Digital Services Act, Digital Markets Act, and AI Act. Where relevant, the DFA will also propose simplification of existing rules without compromising consumer protection. “Clearer rules lead to easier enforcement and a more level playing field for all traders, benefiting both consumers and businesses,” he wrote.
The answer does not provide specific numerical targets, deadlines, or detailed policy proposals, but signals the Commission's intention to move forward with the DFA by the end of 2026. The impact assessment will determine the exact scope and stringency of the measures. Institutional follow-up is expected in the form of a legislative proposal later this year, which will then be subject to negotiation between the European Parliament and the Council.
Consumers and minors stand to benefit from stronger protections against manipulative online practices, potentially reducing financial and psychological harm. Businesses, particularly online platforms and digital marketers, may face new compliance costs and operational adjustments, though the Commission aims to minimise these through coherence with existing rules and simplification. National enforcement authorities could gain clearer tools to tackle cross-border harmful practices. Civil society organisations may see their concerns partially addressed, but will likely push for more ambitious measures during the legislative process.