Digital Fairness Act and insurance

The European Commission’s 2024 fitness check (evaluation) on digital fairness identified gaps in consumer protection online.

The next step is the development of a Digital Fairness Act. Building on the existing EU digital rulebook, this initiative aims to address problematic practices such as:

• Unfair commercial practices related to dark patterns
• Misleading marketing by influencers
• Addictive design of digital products
• Unfair personalisation practices

It also seeks to ensure a level playing field for online traders, improve enforcement, and introduce possible simplifications.

🗓️ Public consultation: Planned for Q2 2025

🗓️ Commission adoption: Planned for Q3 2026

What does it mean for insurance?

It’s still early to say, but considering recent efforts to make the Consumer Rights Directive more applicable to financial services—and the potential relevance of topics like influencer marketing, addictive design, and dark patterns (which are very much an issue in insurance too)—this initiative could also have implications for the insurance sector.

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