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Europe wants to ban ‘dark patterns’ in apps and loot boxes for minors
The European Commission has proposed a Digital Fairness Act to curb online practices it says can exploit consumers, encourage overspending or harm children. The draft targets app and game design, advertising and subscriptions, and could expose companies that breach the rules to substantial fines.
The proposal would ban dark patterns such as hard-to-cancel subscriptions, require clearer online prices and increase transparency around influencer marketing. It would also restrict loot boxes and persistent prompts aimed at minors, and let consumers turn off design features that encourage excessive spending. The Commission wants greater power to investigate major cases directly, replacing some of the current patchwork of national enforcement.
In short
- EU proposes new rules against manipulative online practices.
- Loot boxes and persistent prompts aimed at minors would be restricted.
- Companies could face fines of up to six per cent of annual revenue.
Steelman: both sides, in good faith
The strongest fair case each way — we don't pick a winner.
The case for
Supporters argue that online services can use opaque pricing, difficult cancellation and persuasive design to steer people into spending or sharing more than they intended, with children especially vulnerable to prompts and loot boxes. EU-wide rules and stronger enforcement could make protections consistent across borders, give consumers clearer choices and encourage competition based on service quality rather than manipulative design.
The case against
Critics could argue that broad rules on persuasive design risk treating different products and users alike, limiting companies’ ability to build engaging services and adults’ freedom to choose how they use them. They may also worry that substantial fines and greater central enforcement could create legal uncertainty and compliance costs, particularly if terms such as “dark patterns” are applied inconsistently.
Explained simply
The European Commission is the EU’s executive body, responsible for proposing laws that member countries then consider. Its proposed Digital Fairness Act is intended to set common rules for how online services sell and promote products, including apps, games and subscriptions.
“Dark patterns” are design choices that steer people towards actions they might not otherwise take, such as making a subscription easy to start but difficult to cancel. Loot boxes are paid game features that offer random virtual items, so buyers do not know exactly what they will receive.
The rules matter because online design can affect what people spend and how easily they can make informed choices, with children a particular concern. If adopted, the Act would also change how some cases are investigated and enforced across EU countries.
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