EU Proposes Digital Fairness Act to Curb Addictive Design, Mandate Real-World Value Disclosure for In-Game Virtual Currency
A leaked draft reveals that the EU's Digital Fairness Act aims to curb addictive design and subscription traps. It would require features like disabling autoplay and continuous-use rewards, simplifying subscription cancellations and renewal reminders, and obtaining explicit consent before trials convert to paid subscriptions. The bill also bans pay-to-win loot boxes, "pay-to-win" mechanics, and behavioral advertising targeting minors, while mandating that in-game virtual currencies display…
The European Union plans to draft the Digital Fairness Act, which aims to restrict addictive design features and require that in-game virtual currencies display their real-world value.
A leaked draft reveals that the EU's Digital Fairness Act intends to curb addictive design and subscription traps. It would require digital companies to allow users to disable features that encourage compulsive or excessive use, such as autoplay and continuous-use rewards. For online subscriptions, the act would mandate the provision of a subscription cancellation button, renewal reminders, and access to human customer service, while also requiring explicit user consent before a free trial converts to a paid subscription. Additionally, it would prohibit paid loot boxes, "pay-to-win" mechanics, and behavioral advertising in games aimed at minors, and mandate that in-game virtual currencies display their real-world value.
The European Commission is scheduled to submit the bill on November 11, alongside reforms to the consumer protection cooperation framework. Companies found in violation could face fines of up to 6% of their global turnover. Both proposals require approval from the European Parliament and EU member states to take effect.
Sources: MLex (https://www.mlex.com/mlex/articles/2546584/digital-businesses-face-addictive-design-controls-under-draft-eu-consumer-law), Euronews (https://www.euronews.com/2026/11/09/eu-to-blacklist-ten-manipulative-online-design-traps-leaked-draft-shows)