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Consumer law and e-commerce

Sell online to consumers with the right information, withdrawal and guarantee terms, fair pricing and reviews, honest green claims and an accessible shop.

Consumer law and e-commerce

What clients ask us

What must we tell consumers before they buy online?

Under the Consumer Rights Directive (2011/83/EU), before the order: who you are and how to reach you, the main characteristics, the total price including taxes and delivery, payment and delivery terms, the right of withdrawal, the legal guarantee and, for digital content, functionality and compatibility. The order button must make clear that ordering means paying, such as 'order with obligation to pay'. Confirm the contract afterwards on a durable medium, such as an email.

How does the right of withdrawal work?

Consumers can withdraw within 14 days without giving a reason, counted from delivery for goods and from the contract for services and digital content. There are exceptions, for instance for customised goods, perishables, and digital content the consumer asked to receive straight away while acknowledging the loss of the right. If you did not inform the consumer properly, the period extends by up to 12 months. From 19 June 2026, online traders must also offer an easy-to-find withdrawal function on their website or app.

What guarantee do we owe on goods and digital content?

For goods, the Sale of Goods Directive (EU) 2019/771 sets a legal guarantee of at least two years for defects present at delivery, with the burden of proof on the seller for at least the first year. For digital content and services, the Digital Content Directive (EU) 2019/770 adds conformity rules, including updates, also when the consumer 'pays' with personal data. A commercial guarantee comes on top of these and can never limit them.

What are the rules on discounts, reviews and dark patterns?

A price reduction must refer to the lowest price you charged in the 30 days before it. If you show reviews, say whether and how you check that they come from real buyers; fake or bought reviews are banned. Tell consumers when a price is personalised by automated decisions. Misleading or aggressive practices, such as false scarcity or pressure timers, are unfair commercial practices. Coordinated cross-border actions can lead to fines of at least 4% of annual turnover.

Can we still say our product is green or climate-neutral?

Only with care. From 27 September 2026, Directive (EU) 2024/825 bans generic environmental claims such as 'eco-friendly' or 'green' unless you can show recognised excellent environmental performance, claims that a product is neutral or positive for the climate because of offsetting, and sustainability labels not based on a certification scheme or set by a public authority. Specific, verifiable claims remain possible. Review your packaging, website and advertising now, because packaging is printed months ahead.

Does the European Accessibility Act apply to our webshop?

Probably. Since 28 June 2025, the European Accessibility Act (Directive (EU) 2019/882) requires e-commerce services, and other services such as banking, e-books and ticketing, to be accessible to people with disabilities. Service providers with fewer than 10 employees and no more than EUR 2 million turnover or balance sheet are exempt. In practice you design to the harmonised standard EN 301 549, which follows WCAG, and explain in your terms how the service meets the requirements.

We sell to consumers in other EU countries. Which law applies?

You can choose the law that governs your terms, but if you direct your activities to a consumer's country, that consumer keeps the protection of the mandatory rules of their own country. The Geo-blocking Regulation (EU) 2018/302 also bars you from treating customers differently by nationality or residence without a justified reason. One set of terms usually works across the EU if it meets the strictest mandatory rules in your markets. Pitch drafts terms that hold up in every market you sell to.

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