EU Draft Law Targets Addictive App Features and Chatbots That Simulate Relationships

The draft would replace the EU's 2005 Unfair Commercial Practices Directive with a regulation that applies directly in all 27 member states. Bloomberg reported that companies would have to let adult users turn off features designed to encourage compulsive or excessive use, and that the rules would reach AI systems built to keep people talking by imitating a relationship. Euronews, which also saw the text, said the Commission could fine companies up to 6% of global turnover in cases it investigates itself.

The proposal matters because it goes beyond the largest platforms already covered by the Digital Services Act and applies to any trader selling to EU consumers. It would also be the first time EU consumer law sets rules for AI companions and AI shopping agents. For social networks, games publishers, subscription services and chatbot makers, engagement mechanics that drive usage would become features users can opt out of.

Ten Banned Designs

According to the draft described by Euronews, ten interface practices would be treated as unfair in all circumstances, so enforcers would not need to prove harm case by case. They include making cancellation disproportionately harder than signing up, burying prices or auto-renewal terms, falsely suggesting no alternative exists, false claims about availability or popularity, scarcity warnings repeated throughout checkout, and pre-selected options that add products or quantities. Also listed are framing a refusal as the wrong choice, repeatedly pressing users to change a decision they have already made, confusing double negatives, and fake notifications implying someone has contacted the user. The Commission could add practices to the list without going back to lawmakers.

The draft would also outlaw drip pricing, where unavoidable fees appear only at checkout, ban "was/now" discounts measured against a manufacturer's recommended price, and blacklist misleading claims by dropshippers. Free trials could not roll into paid subscriptions without the consumer actively agreeing, users would get reminders before automatic renewals, and they would have a right to reach a human in customer service.

Children, Games and AI Agents

Paid loot boxes and pay-to-win mechanics would be banned for minors, according to the draft. In-game currencies would have to show their real-money value and would be switched off by default for children unless a parent approves. Advertising based on profiling minors would be banned for all traders, not only for the very large platforms the Digital Services Act already covers.

For AI shopping agents, users would decide which purchases need their approval, and agents would have to disclose sponsored suggestions. An account of the 71-page draft first published by the French EU policy outlet Contexte adds that personalised pricing that exploits consumer vulnerabilities would be restricted and that brands using influencers would carry more responsibility for disclosure.

Costs and Opposition

The Commission's impact assessment, as reported by Euronews, estimates that consumers would avoid €88.4 billion in financial losses between 2025 and 2035, and puts the annual benefit at €13.7 billion once time lost to unfair practices is counted. It estimates recurring costs to business at €678 million a year.

The file is steered by Consumer Commissioner Michael McGrath, who in 2025 called the law "both a pro-consumer and pro-business initiative". Germany has pushed back. A German government non-paper dated October 14, reported by Agence Europe, argued for amending existing consumer directives instead of creating a new horizontal law, and said the case for turning the directive into a regulation "has not yet been sufficiently demonstrated".

The text seen by reporters is a draft and could change before Wednesday's presentation. Once proposed, it must be agreed by the European Parliament and member governments, and it would apply 12 months after it enters into force.