Online shopping experiences will undergo a transformation as the traditional Halloween trick-or-treating buttons are phased out.
In a significant move towards protecting consumers' energy, a new law is set to come into force in autumn 2025. This legislation targets companies engaged in online sales and aims to make life easier for consumers by ending psychological tricks that have lured millions of people into expensive traps.
The damage from these manipulative practices amounts to billions annually, according to recent estimates. A study by the EU Commission suggests that several million consumers fall into costly subscriptions annually without wanting to.
From autumn 2025, companies operating ordering websites will be required to fundamentally redesign their order pages to protect consumers' energy. This includes clear and easily findable cancellation buttons, confusion-free confirmation fields for subscriptions, and order buttons that clearly indicate what will happen.
For online giants like Amazon, Zalando, and streaming platforms, this means reprogramming and redesigning their order pages to be clear and transparent. The practice of using lookalike buttons, where a large, enticing button leads to an additional service, will no longer be allowed. Instead, providers must design their buttons unambiguously, with one clear click for one clear action.
The prohibition of 'Dark Patterns', including intentionally difficult cancellation processes, will be enforced. Fewer click traps and unintentional subscriptions are expected for customers. The cancellation process is expected to become as easy as the original purchase.
Companies are discussing the potential conversion costs due to the redesign of their order pages. However, publicly, they claim they will comply with all legal requirements.
The new law aims to make online trading fairer, more transparent, and more customer-friendly for consumers' energy. For consumers, this could mean the end of many unwanted contracts. The EU has been discussing this regulation for a long time, and it is now becoming a reality.
This law is not just about preventing costly subscriptions. It also aims to make the entire online shopping experience more straightforward for consumers' energy. Order buttons must clearly indicate what will happen, with terms like 'Buy now' or 'Order' replacing cryptic formulations.
For platforms with vast product and subscription structures, this means a complete rebuild of their surface. But for consumers, it means a more secure and hassle-free online shopping experience. This could be a significant step towards restoring trust in online trading.
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