Tech
Record 4,325 Submissions Reveal Sharp Divide Over EU’s Digital Fairness Act
The European Commission’s public consultation on the proposed Digital Fairness Act (DFA) has drawn a record 4,325 submissions, underscoring a growing divide between Europe’s business community and publicly funded non-governmental organisations (NGOs).
The high volume of feedback — boosted by hundreds of gamers concerned about the Act’s potential impact — reflects the controversy surrounding the Commission’s plans to tighten rules on digital consumer protection. While most business groups have opposed the proposal, many civic organisations have voiced strong support.
The DFA, spearheaded by Irish Commissioner Michael McGrath, aims to modernise EU consumer laws to address issues unique to the digital economy. Its current scope includes regulating “dark patterns” (manipulative online design), misleading influencer marketing, “addictive” digital product designs, and unfair personalisation practices.
Critics warn, however, that vague definitions — particularly of “addictive design” and “dark patterns” — could allow regulators to target digital platforms arbitrarily. Businesses also fear that the Act could amount to a de facto ban on personalised advertising, a change that would reshape the EU’s digital economy.
Leading European firms, including Wolt, Ryanair, Vinted, and Spotify, have urged the Commission to prioritise enforcement of existing rules rather than layering new regulations. They argue that over-regulation could drive up advertising costs, reduce reach for small and medium-sized enterprises (SMEs), and make ads less relevant for consumers.
“Europe’s digital champions are asking for balance,” said one industry representative. “We already have some of the world’s strictest consumer and data protection laws — what we need now is consistent enforcement, not another layer of complexity.”
Indeed, the EU already enforces a wide array of digital regulations, including the General Data Protection Regulation (GDPR), Digital Services Act (DSA), Digital Markets Act (DMA), and the Consumer Rights Directive. Many stakeholders argue that the real challenge lies in fragmented enforcement across member states, not in the absence of rules.
The Commission has justified the DFA by citing an estimated €7.9 billion in annual financial harm to consumers from online problems. However, business groups counter that the figure has not been weighed against the economic benefits of personalised advertising, which they say contributes over €25 billion to EU GDP and supports around 600,000 jobs.
Proponents of stricter regulation argue that Europeans are increasingly concerned about how their personal data is used online. Yet studies suggest most consumers still prefer relevant, personalised ads. As the Commission prepares its impact assessment, both sides are calling for a more balanced evaluation of consumer interests and economic realities.
The Digital Fairness Act remains in early stages, but with thousands of submissions and mounting scrutiny, the debate over the future of digital consumer protection in Europe is only just beginning.
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Sweden’s ‘W’ Platform Joins Europe’s Push to Build Big Tech Alternative
A new Sweden-based social media platform called “W” has entered the growing field of European tech initiatives seeking to challenge the dominance of US-based Big Tech companies, as the European Commission announced its participation on Wednesday.
The platform, which was first introduced at the World Economic Forum in January, promotes itself as a digital space built on “verified human users, transparency, privacy and free speech.” It has now launched a beta version, with access limited to users who pass a vetting process before being allowed to post content.
European Commission President Ursula von der Leyen and European Council President Antonio Costa are among the early official users of the platform, signalling political support for the initiative. Users are required to verify their identity either by registering their real name or by using “W Identity,” a separate verification tool that scans passports or national identity documents directly on a user’s device.
According to the company, W was developed by a group of entrepreneurs working across media, technology and artificial intelligence. The platform states that it plans to host data exclusively on European servers operated by European companies, aligning its infrastructure with EU data protection standards.
CEO Anna Zeiter has said the platform intends to rely on European service providers, including Switzerland-based encrypted email company Proton and Finland’s cloud computing firm UpCloud, as part of its commitment to privacy-focused operations within Europe.
The launch comes amid a broader push across the continent to reduce dependence on US technology giants and strengthen what policymakers describe as “digital sovereignty.” Governments in France, Germany and the Netherlands have previously raised concerns that reliance on foreign-owned platforms could expose Europe to security risks and limit control over sensitive data.
W is part of a wider wave of European alternatives to mainstream social media networks. Other emerging platforms include Bulle in France, Eurosky, Monnett and eYou, all aiming to offer regionally governed digital ecosystems.
Some of these platforms recently signed a declaration supporting the development of Europe’s “social stack,” a shared digital infrastructure intended to provide a more diverse and resilient online environment. The initiative argues for reducing reliance on dominant global platforms and promoting alternatives with governance structures rooted in Europe.
However, analysts have noted that competing with established social media giants presents significant challenges. Experts have pointed out that new platforms often struggle to maintain large user bases, as they typically lack the scale, engagement features and convenience that have made existing networks dominant in global digital communication.
Despite these challenges, supporters of W and similar projects say the push reflects a broader effort to reshape Europe’s digital landscape and assert greater control over data, privacy and online governance in an increasingly competitive global tech environment.
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