Implementation dialogue on consumer protection in the digital environment with Commissioner Michael McGrath

Commissioner Michael McGrath hosted an Implementation Dialogue on consumer protection in the digital environment on 15 July 2025 in Brussels.

The dialogue allows an exchange between the Commissioner and businesses, business associations, consumer representatives and national authorities on how EU consumer protection rules currently work in the digital context and if there is room for improvement. 

The summary conclusions from the Implementation Dialogue are available on this page and on the website dedicated to implementation dialogues. 

Objective 

Building on the findings of the Digital Fairness Fitness Check, the Implementation Dialogue aims to gather feedback and ideas to address obstacles to the effective application of existing consumer protection rules in the digital environment. The Dialogue seeks to identify concrete opportunities to support the implementation and simplify EU consumer rules, as well as reduce burden on companies, while maintaining a high level of consumer protection. As such, participants could also put forward suggestions to ensure that consumer protection rules are as simple and easy to comply with as possible, both on their own and when combined with other laws. 

The Implementation Dialogue is an opportunity for traders – who are responsible for applying EU consumer protection rules in practice – to speak up and share their ideas on how to further streamline these rules and reduce the cost of their implementation, while maintaining a high level of consumer protection. The Commission will also ensure that consumer interests are heard and fully taken into account in the exercise, providing for a balanced exchange. The Implementation Dialogue focuses on existing consumer legislation, including, among others, the Directives on Unfair Commercial Practices, Unfair Contract Terms, Consumer Rights, Price Indication, Digital Content and Sale of Goods. It also aims to provide additional knowledge and views in conjunction with other consultation activities for the upcoming Digital Fairness Act (DFA).

Summary conclusions

The Implementation Dialogue on consumer protection in the digital environment was held in Brussels on 15 July 2025, chaired by Commissioner Michael McGrath [list of participating stakeholders below].  

Overall, stakeholders recognised the relevance of the horizontal EU consumer law framework and the importance of upholding the high standards of EU consumer protection also in the digital environment. Some stressed the importance of striking the right balance between consumer protection and competitiveness. The following aspects where highlighted during the Dialogue in terms of ensuring better implementation and simplification:

• Participants emphasised the need for a less fragmented legal environment, with some calling directly for further harmonisation.
• Several stakeholders asked for further clarification of the interplay between consumer law and other legislation applicable in the digital sphere, stressing the need to avoid duplications and ensure full consistency in the application of the various pieces of legislation in the digital domain.
• Most stakeholders called for more effective enforcement of consumer protection rules, including towards businesses based outside of the EU. Some participants referred to the need of reviewing the Consumer Protection Cooperation (CPC) Regulation and to the potential benefits from centralised enforcement at EU level.
• Several stakeholders expressed support for the forthcoming Digital Fairness Act (DFA) to the extent that the initiative would fill identified and evidence-based regulatory gaps in the consumer protection legal framework, without duplicating or merely adding another layer of rules. Some business representatives suggested that rather than adopting new rules, guidelines would be needed to clarify the existing legal framework. Consumer organisations insisted on the need for a legislative intervention to address the gaps identified in the Digital Fairness Fitness Check.
• Regarding simplification, businesses were overall supportive with regard to information obligations in the case of repeat transactions with the same trader (e.g. in-app purchases), the exercise of the right of withdrawal from contracts of digital media services, and the exception for perishable goods on price reduction announcements under the Price Indication Directive. Consumer organisations asked for caution, to ensure that simplification would not lead to a reduction of the level of consumer protection, including for more vulnerable consumers. 

Commissioner McGrath concluded informing that the identified possible simplification measures and additional suggestions put forward by stakeholders will be explored in the context of the Impact Assessment for the Digital Fairness Act. Stakeholders are invited to contribute with further suggestions to the DFA public consultation and call for evidence. 

Participants 

Background  

President von der Leyen tasked all Commissioners to organise two Implementation Dialogues per year to align implementation of EU legislation with realities on the ground. This is the first of such dialogues for Commissioner McGrath. The European Commission continues to use other fora for discussion with Member States, businesses and civil society, such as strategic dialogues and expert meetings, keeping open lines of communication with all types of stakeholders. Implementation Dialogues are a new initiative in the Commission’s intensified follow-up activities on the Communication for a  Simpler and Faster Europe.