The European Commission adopted the 2030 Consumer Agenda on Wednesday (19 November), a five-year plan launched with little fanfare but set to trigger a series of regulatory changes that will significantly reshape EU consumer protection. The agenda reflects the growing centrality of the digital sphere and a steady tightening of enforcement tools. Together, the coming initiatives could significantly influence how firms, especially those selling digital goods and services across the single market, operate in the years ahead.
New enforcement powers
Most consequential is the Commission’s first explicit commitment to revise the Consumer Protection Cooperation (CPC) Regulation, the EU’s enforcement pillar for cross-border consumer law breaches. For the first time, Brussels is floating the idea of direct, EU-level enforcement powers to complement its current coordination role among national authorities. A legislative proposal is expected to be introduced in the final quarter of 2026.
In a recent public consultation, national consumer authorities indicated that they would welcome the prospect of stronger centralised powers. They have long been frustrated by slow procedures, scarce resources and the difficulty of pursuing rogue traders outside the EU. Businesses, too, said the enforcement gap has become untenable: non-compliant sellers, especially on e-commerce platforms, undercut firms that play by the rules. Companies stressed that their top priority is not new legislation but consistent enforcement, clearer guidance and simplified procedures across the bloc. Yet many caution that expanding EU powers should not pile new administrative obligations onto compliant firms, a risk that would undercut the Commission’s own push for simplification.
Focus on digital
The Commission confirmed also work on a Digital Fairness Act (DFA), due in late 2026, aimed at quelling manipulative design features, deceptive interfaces and unfair personalisation practices, particularly those targeting minors. Consumer groups have greeted the plan enthusiastically, arguing that digital loopholes have allowed harmful practices to proliferate faster than legislation can respond. Businesses, however, urge caution, insisting that existing rules, if properly enforced, already cover many of the problems identified. They warn that new obligations must be tightly scoped, technology-neutral and backed by robust impact assessments.
Other files will follow in parallel. A European Product Act, scheduled for the third quarter of 2026, will revisit the EU’s product-safety architecture, strengthening market-surveillance tools and tightening checks on goods imported through online marketplaces.
The Commission also plans a formal evaluation of the Geo-Blocking Regulation in the second quarter of 2026. Adopted in 2018, the law bans unjustified online discrimination based on nationality or residence, giving consumers more equal access to goods and services across the EU. While it has improved cross-border shopping, the Commission finds that persistent obstacles and uneven implementation remain.
Balancing act
Stakeholders across the spectrum agree on the direction of travel: better enforcement, stronger digital protections and fewer cross-border frictions. However, the agenda also highlights the EU’s challenge of balancing consumer protection in a complex marketplace while ensuring that regulatory requirements remain manageable for businesses operating in the same environment.
