Brussels, 24 October 2025 – The European Tech Alliance (EUTA) welcomes the opportunity to reply to the European Commission’s public consultation on digital fairness.
EUTA members, who serve more than a billion users worldwide, are deeply committed to upholding high standards of consumer safety, transparency, and empowerment online. Protecting consumers is not an abstract principle for European tech companies: it is a daily responsibility that underpins user trust, competitiveness and growth.
In our answer to the public consultation, EUTA stresses that the main challenge in Europe’s consumer protection landscape is not a lack of legislation, but rather the uneven and fragmented enforcement of the comprehensive framework that already exists. From the GDPR and the Digital Services Act to the Unfair Commercial Practices Directive and many more, Europe has built some of the most advanced consumer protection rules in the world. What is needed now is consistent and coordinated enforcement across Member States to ensure that all companies – regardless of size or origin – play by the same rules.
Against this background, EUTA cautions against the introduction of a new horizontal layer of rules under the planned Digital Fairness Act, as previously highlighted in our blogpost series. Adding another broad set of rules on top of an already dense framework would not necessarily enhance consumer protection but would likely increase complexity, compliance costs, and legal uncertainty. It could also stretch the capacity of national authorities, which are still adapting to recently enacted legislation, and risk diverting attention from the main issue: effective enforcement of existing obligations.
To strengthen consumer protection and Europe’s digital competitiveness, EUTA calls for a focus on smarter enforcement and improved coordination among regulators. Boosting consumers’ awareness of their existing rights and ensuring those rights are consistently applied across the Single Market will deliver genuine fairness. Europe’s tech future depends on coherence, not duplication, of rules that are enforced effectively, rather than endlessly rewritten.
About the European Tech Alliance
EUTA represents leading European tech companies that provide innovative products and services to more than one billion users. Our 35 EUTA member companies from 16 European countries are popular and have earned the trust of consumers. As companies born and bred in Europe, for whom the EU is a crucial market, we have a deep commitment to European citizens and values.
With the right conditions, our companies can strengthen Europe’s resilience and technological autonomy, protect and empower users online, and promote Europe’s values of transparency, rule of law and innovation to the rest of the world.
The EUTA calls for boosting Europe’s tech competitiveness by having an ambitious EU tech strategy to overcome growth obstacles, making a political commitment to clear, targeted and risk-based rules, and enforcing rules consistently to match the globalised market we are in.
For media inquiries, please contact:
Victoria de Posson, EUTA Secretary General
E-mail: info@eutechalliance.eu
www.eutechalliance.eu
