Update on the European Commission’s Consumer Agenda 2025–2030 and Single Market Action Plan

The European Commission, on 19 May 2025, has launched a call for evidence and public consultation on the new Consumer Agenda 2025-2030, accompanied by an action plan on consumers in the Single Market, aiming to ensure that consumers can fully benefit from a modern, fair, and sustainable internal market. Below is a brief overview of this new initiative. The consultation phase is open until 11 August 2025.

Key Focus Areas

• Digital Fairness & Enforcement
  The Consumer Agenda 2025-2030 aims to address emerging risks in digital markets, such as manipulative online practices and AI-based tools, while bolstering the enforcement of consumer protection rules across the EU.
   
• Strengthening Vulnerable Consumers’ Protection
  Children, seniors, individuals with disabilities, and other vulnerable groups are placed in the spotlight to ensure fair treatment and adequate safeguards.
   
• Promoting a Green Transition
  The Commission encourages spreading sustainable consumption, making “green” purchasing options more accessible, and fostering environmental awareness while maintaining affordability for consumers.
   
• Concrete Actions & Timeline
  Although the formal presentation of the Consumer Agenda 2025-2030 is planned for Q4 2025, the accompanying action plan contains specific initiatives with timelines through 2030. Crucial proposals—such as a “Digital Fairness Act”—are anticipated to complement existing legislation (including the Digital Services Act) and tackle potentially unfair or harmful online practices.

Key Challenges

Building on the Consumer Agenda 2020–2025, this new strategy continues previous goals but adapts to shifting market realities.

• Cross-Border Hurdles
  Obstacles like shipping restrictions, limited payment methods, or unclear redress options still prevent consumers and businesses from fully taking advantage of all benefits of the Single Market one’s home EU country.
   
• Unfair Commercial Practices like Dark Patterns
  The Commission highlights dark patterns, influencer marketing, and other modern sales methods as areas needing clearer, more consistent rules.
   
• Lack of Sustainable Options
  The real-life purchasing behaviour often diverges from consumers’ environmental intentions—many sustainable products remain expensive or difficult to find.
   
• Enforcement of EU Consumer Laws
  Multiple EU and national authorities oversee diverse aspects, including consumer protection and product safety rules, customs law, data protection rules and digital services legislation. The Commission intends to introduce measures to avoid regulatory fragmentation and facilitate enforcement.

Potential Impact on Businesses 

The Commission states that the Consumer Agenda 2025-2030 will not only have a positive impact on consumers, but also for businesses by “improving legal certainty and enforcement as well as promoting a level playing field for businesses, allowing companies of all sizes to operate with clarity and predictability, and to compete on a fair and equal basis”. While the new strategy dose indeed also focus on “boosting competitiveness and economic growth” within the Union, businesses will very likely face further regulatory challenges through new laws protecting consumers. 

Deadline of Consultation Phase and Next Steps

With the call for evidence and consultation phase open until 11 August 2025, consumers, consumer organisations and other civil society associations, businesses, industry associations, national authorities and consumer bodies, academia and research institutions have the opportunity to share their views on the Consumer Agenda 2025-2030 and its proposed follow-up measures. After this feedback phase, the Commission will finalize its plans, including potential legislative proposals and policy initiatives, ultimately resulting in a so-called Communication from the Commission to the European Parliament, the Council, the European Economic and Social Committee and the Committee of the Regions official presentation in Q4 2025.

Relevant stakeholders are encouraged to directly participate in the consultation process to shape the future of consumer protection in the Single Market. 

The Commission’s consultation document Consumer Agenda 2025–2030 and Action Plan on Consumers in the Single Market is available here: https://ec.europa.eu/info/law/better-regulation/have-your-say/initiatives/14514-Consumer-Agenda-2025-2030-and-action-plan-on-consumers-in-the-Single-Market_en.