The European Union has announced a major push to reform its consumer protection rules, a move directly prompted by the explosive growth of Chinese-founded online shopping platforms like Shein and Temu.
New Rules for a New Digital Market
Faced with a flood of cheap products into its 27-nation market, the EU executive declared on Wednesday that it was time for regulations to match the new reality of e-commerce. The European Commission stated it will propose a comprehensive draft law next year specifically designed to tackle these emerging issues.
EU commissioner Michael McGrath emphasized the core objective, stating, "We must ensure that EU consumer law continues to provide strong protection, safeguarding consumer autonomy and freedom of choice." This sentiment was echoed by the BEUC, the European consumer rights umbrella group, which believes the proposal will empower consumers to make more informed choices both online and in the real world.
Addressing Market Manipulation and Sustainability
The legislative push is a response to growing concerns that some platforms are not adhering to established EU rules on labour, fair competition, and environmental standards. The proposed law will specifically target manipulative practices that officials believe cause consumers to spend more time and money online than they initially intend.
Presented on Wednesday, the EU's broader consumer strategy also aims to promote sustainable consumption and combat planned obsolescence, a practice where products are programmed to become outdated after a set period. While Green MEP Anna Cavazzini acknowledged that the ideas "emphasise the right priorities," she critiqued the overall plan as still lacking in ambition.
The upcoming legal framework represents a significant step by European authorities to assert control over a rapidly evolving digital marketplace and ensure a level playing field for all businesses operating within the bloc.
