The European Commission has officially introduced the Digital Fairness Act initiative, which will prohibit sites and services from using manipulative mechanics against users. The document aims to combat practices that force people to spend too much time online and make unplanned purchases.
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If the bill is approved, all online platforms will be required to add a function to completely disable interface elements that are addictive and hold attention. New requirements will affect social networks, e-commerce services and chatbots based on generative neural networks.
The project outlaws so-called “dark patterns”—design tricks that trick users into taking unwanted actions. Artificially complicated schemes for canceling paid subscriptions and false warnings that the selected product will soon run out will be banned. Even AI bots can be affected by regulation—for example, if their algorithms are configured to keep the user excessively engaged in dialogue.
“We make it clear: false claims about shortages of a product or service constitute a dark pattern and are therefore unacceptable,” European Commissioner for Consumer Protection Michael McGrath told reporters.
The bill significantly expands the powers of the European Commission. It will be able to punish violators itself without the participation of national departments if prohibited practices affect at least two thirds of the population of the European Union. In serious cases, the maximum fine for corporations will be up to 6% of their annual global turnover, but small businesses will be exempt from direct supervision.
The proposed document must now be reviewed and approved by European legislators, so its final text may still change before it enters into force.
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