Retail Groups Urge Enforcement Focus on Digital Rules
Three European retail associations say the proposed Digital Fairness Act should prioritise enforcement over a major overhaul.
Updated on Nov. 12, 2026 in Retail
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Ecommerce Europe, EuroCommerce and Independent Retail Europe called on co-legislators to focus on enforcement as the European Commission published its proposal for a Digital Fairness Act and a revision of the Consumer Protection Cooperation Regulation. The organisations argue that the existing framework is largely fit for purpose in addressing dark patterns.
Why it matters
The organisations say retailers face unfair competition from non-EU based actors that do not comply with EU rules, making cross-border enforcement central to the debate. Their position signals that the reach and complexity of new retail obligations will be contested as the proposals move forward.
EuroCommerce represents national associations in 28 countries and 5 million companies, and the retail and wholesale sector generates 1 in 7 jobs, offering careers to 26 million Europeans. The organisations' 2024 study found the existing framework largely fit for purpose, while the proposal's treatment of price rules remains under assessment.
The players
European Commission
The executive arm of the European Union, responsible for proposing EU legislation and enforcing EU law across the single market.
EuroCommerce
The principal European retail and wholesale federation, representing national associations in 28 countries and roughly 5 million companies.
Ecommerce Europe
The European association representing online and digital commerce businesses, active in shaping EU consumer and digital trade policy.
Independent Retail Europe
The European federation representing independent retailers, advocating for small and medium-sized shops within EU policy debates.
The details
The Commission's proposal includes complex and far-reaching rules for retailers, which the associations say do not address difficulties with the price reduction rules under Article 6a of the Price Indication Directive and take a highly restrictive approach to price comparisons. Instead, they call for stronger enforcement and targeted adjustments, and see the Consumer Protection Cooperation revision as an opportunity to strengthen cross-border enforcement through a stronger role for the Commission in cases of widespread infringements with a Union dimension.
Timeline
2024: Ecommerce Europe, EuroCommerce and Independent Retail Europe published the study Digital Fairness in Online Retail.
- 2026-11-12
The three associations called on co-legislators to focus on enforcement in the Digital Fairness Act.
Market Landscape
The debate reflects a wider EU effort to align consumer protection with digital commerce, where the Digital Fairness Act sits alongside existing price indication rules. Retailers are pressing for enforcement against non-EU sellers, which shapes how competition within the Single Market is policed.
If adopted as proposed, the Digital Fairness Act could change how online shops present prices and comparisons to European shoppers. Enforcement focus would mainly affect how rules apply to sellers outside the EU that the associations say do not comply with existing requirements.
The takeaway
Retailers and shoppers both benefit when consumer rules are enforced evenly, so watching how the Digital Fairness Act handles non-EU sellers will show whether the single market rules hold up in practice.
Further reading
For broader context on how these rules affect the sector, see Retail coverage.
Source note: This article includes information reported by EUbusiness.
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