EU Digital Fairness Act Proposal Gives Consumers Rights When AI Agents Shop for Them

The European Commission presented its proposal for a Digital Fairness Act on 11 Nov, according to a Commission press release. Under the proposal, consumers would have clear rights when they use an AI agent to buy products on their behalf, and the right to communicate with a human in customer service.

The proposal, a Regulation that would apply directly in all member states, also bans manipulative design practices known as dark patterns, such as fake claims that a product is almost sold out. It requires clear pricing for purchases made with virtual in app currencies and for dynamic pricing of cultural and sports events, and a simple cancellation option for digital contracts. Influencers would have to disclose paid promotion, and bans on personalised ads that target minors or use sensitive data would extend from online platforms to all websites and apps, the Commission's Q&A says.

Alongside the act, the Commission proposed a revision of the Consumer Protection Cooperation Regulation. It would let the Commission investigate large scale cases directly and fine companies up to 6% of worldwide annual turnover. The European Parliament and Council will now discuss the proposals. A leaked draft had already linked AI shopping agents to the new rules.