Europe’s new bill targets social media addictive design, misleading marketing

The European Union is set to introduce a landmark bill aimed at regulating social media platforms in the latter half of 2026, a senior official disclosed.

In an interview with Nikkei Asia, Michael McGrath, EU Commissioner for Democracy, Justice, the Rule of Law, and Consumer Protection, revealed that the legislation will address significant gaps in online consumer protection, with a particular focus on safeguarding minors.

“The focus will be on addressing identified gaps in the protection of consumers in the online environment, with particular focus on minors — on children as well,” McGrath stated.

The forthcoming legislation, tentatively titled the Digital Fairness Act, is expected to be formally proposed by the European Commission to the Council of the European Union and the European Parliament. Its implementation hinges on approval by both governing bodies.

McGrath emphasized that the Digital Fairness Act aims to tackle online issues not currently covered by existing digital regulations or consumer protection frameworks. Central to the bill is the regulation of so-called “addictive designs” prevalent on social media platforms—features such as the automatic playback of videos, which encourage users to continue consuming recommended content, often resulting in wasted time and dependency.

In addition, the proposed law will impose restrictions on influencer marketing practices that may mislead consumers. McGrath also underscored the need to combat “dark patterns” in website design, including deceptive discount displays, manipulative purchasing pressures, and intentionally complicated cancellation processes.

“We have heard different proposals from different member states who would like to go further than the current legal position in relation to use of social media by children,” McGrath noted. He referenced calls from French President Emmanuel Macron, who advocates for an EU-wide ban on social media access for underage users—an area currently unregulated across the bloc.

The commissioner highlighted the importance of establishing a unified EU policy, assuring that the European Commission will promptly evaluate the merits and drawbacks in consultation with experts. He also pointed to recent developments in Australia, which has implemented guidelines enforcing the world’s first under-16 social media ban.

This initiative builds upon the EU’s existing digital regulatory framework, including the Digital Markets Act designed to curb tech monopolies, the Digital Services Act mandating the removal of illegal online content, and the AI Act regulating artificial intelligence technologies. If enacted, the Digital Fairness Act is poised to set a global precedent influencing social media governance beyond Europe’s borders.

By Vafa Guliyeva