Making online shopping safer
The online environment makes it easier than ever to buy, compare products, find the best deals and access services across the EU and beyond.
But with the growth of online shopping, the risks for consumers have grown too - from unsafe products to misleading practices.
The EU has rules in place to protect you, ensuring online shopping happens in a safe, trusted and transparent environment. From the platforms you shop on, to the products you buy, to the rights you are entitled to.
Building a reliable digital marketplace
Online scams. Unsafe products. Unfair commercial practices. Illegal content. Seemingly uncancellable subscriptions. The risks are real when you shop online. The EU has a broad range of measures in place to tackle these threats and to make the online consumer experience safe and reliable.
🧴 Safe and quality products
- All products sold in the EU – online or in a physical shop – must comply with product safety rules.
- If a product that has already been sold is found to pose a safety risk, the relevant authority will issue a product recall. This can even include national authorities taking measures to withdraw a product from the market.
📲 Responsible platforms
- Platforms must be equipped to combat illegal products on their websites. When they become aware of illegal listings, they are required to act on them.
- Online traders must provide a mandatory online withdrawal function – often referred to as a ‘withdrawal button’ – that ensures cancelling contracts is as easy as signing up.
🛒 Transparency throughout
- Marketplaces must verify and display the contact details of sellers, including name, address, and a way to reach them, so that you have clear information about who you’re buying goods or services from. They should indicate whether you are buying from a private or professional seller, because your consumer rights change depending on who you are buying from.
- Marketplaces must provide clear information on the product or service you're buying, its price, shipping and delivery costs as well as on your rights when things go wrong.
- Listings must meet requirements for advertising, including making information available about who is placing the ad and why you are seeing it.
Are you a victim of a scam?
There are many different types of scams online. From phishing emails to fake websites, many are about money. If you think you’ve been targeted, there are a few steps you can take to avoid further issues.
- Contact your bankYou can ask to freeze your cards or for a chargeback.
- Secure your accountsIf you use the same password on multiple accounts, it’s not only the scammed account that could be compromised, so secure them all.
- ReportYou can report the scam to the relevant authorities in your country.
Some scams even use romance as a pretext. They build emotional bonds before asking for money, personal details, or favours. Be ready to love but before swiping right, always think twice.
This page was last updated on 16 July 2026