EU Digital Fairness Act Could Bring New Rules for Dating Apps and AI Chatbots

The European Commission is preparing to present its proposed Digital Fairness Act, which could bring new restrictions on how dating apps manage subscriptions, encourage user engagement and present paid services. The proposal, expected on 11 November, aims to tackle unfair commercial practices across digital platforms, with companies potentially facing fines of up to 6% of their annual global turnover.

According to draft legislation, the rules would target manipulative design practices known as dark patterns. These include misleading notifications, pre-selected options and complicated subscription-cancellation processes. Companies would also face new requirements around subscription renewals, including advance reminders for contracts lasting six months or longer.

The proposed legislation also addresses addictive design, including features that encourage users to return repeatedly to an app. Under Article 17 of the draft, digital services would have to allow users to disable certain engagement features, including those that simulate personal relationships to encourage continued interaction. The text specifically refers to persistent prompts to keep users interacting with automated systems, making the provision particularly relevant to AI chatbots and virtual companions.

The Digital Fairness Act forms part of the EU’s wider effort to strengthen online consumer protection. The Commission has identified unfair personalisation, misleading pricing and digital contracts as areas requiring attention. Once formally presented, the proposal will need to be negotiated by the European Parliament and EU member states before becoming law.