European Union Proposes New Consumer Rules for iGaming Operators
Belgium – 13 November 2026 – www.zonadeazar.com The European Commission has presented the Digital Fairness Act (DFA), a legislative proposal designed to strengthen consumer protection against misleading commercial practices, personalised advertising and digital features that may encourage compulsive behaviour.
Announced on 11 November 2026, the proposal introduces obligations that could directly affect online casino operators, sportsbooks and technology suppliers.
Key measures include restrictions on notifications, reward systems and influencer marketing, alongside potential fines of up to 6% of a company’s annual worldwide turnover.
New Obligations for Digital Platforms
The initiative aims to modernise European consumer protection legislation in response to evolving commercial practices across websites and applications.
Areas covered by the proposal include:
- Dark patterns: interface designs that manipulate consumer decisions.
- Addictive features: mechanisms encouraging excessive platform engagement.
- Personalised advertising: promotional targeting based on sensitive information.
- Influencer marketing: commercial content that is not clearly identified as advertising.
- Reward systems: digital products incorporating randomised prizes.
The legislation also addresses difficult subscription cancellations and misleading pricing practices.
Notifications and Rewards Face New Requirements
Article 17 introduces obligations for businesses whose products are designed to encourage compulsive or excessive use, or could reasonably be expected to do so.
Consumers would need access to simple tools allowing them to disable certain features individually or collectively.
These include:
- Autoplay and uninterrupted content.
- Notifications not triggered by the user’s own activity.
- Daily engagement rewards or penalties for missed sessions.
- Automated interactions simulating interpersonal relationships.
For iGaming operators, the provisions could affect promotional notifications, loyalty programmes and certain gamification features.
Loot Boxes and Randomised Rewards
Article 15 establishes new conditions for paid digital reward systems involving real money or purchased virtual currencies.
The proposal identifies mechanisms such as loot boxes, prize wheels and collectible card packs.
Businesses would need to disclose the probability of receiving each reward and provide an option to disable these systems.
Although the draft recognises similarities between such features and gambling, questions remain regarding their specific application to licensed online casino products.
Operators offering additional randomised reward features within their applications would need to determine whether these mechanisms fall within the future framework.
Influencer Advertising and Data Protection
Under Article 11, influencer promotional content would need to be clearly identified as advertising or a commercial collaboration.
Influencers would also be prohibited from promoting products whose advertising is banned under European or national law.
Consequently, in countries where gambling advertising is prohibited, influencers would not be permitted to promote betting or casino operators.
Meanwhile, Article 12 would prevent advertising based on profiling that uses special categories of personal data, such as health information.
Article 13 also introduces restrictions on personalised pricing practices likely to harm vulnerable consumers.
Gambling Licensing Remains a National Responsibility
The European Commission has clarified that the Digital Fairness Act is not intended to replace national gambling authorisation systems.
Individual member states will continue determining licensing conditions and market access requirements.
However, the proposed general consumer protection obligations could apply to licensed operators whenever their products or commercial practices fall within the legislation.
The initiative seeks to harmonise consumer protection rules across the European Union while preserving specific national responsibilities for gambling regulation.
Potential Fines of Up to 6% of Global Turnover
The proposal includes financial penalties for companies breaching the future obligations.
For widespread infringements investigated through coordinated enforcement involving national authorities, maximum fines would need to reach at least 4% of annual turnover in the affected countries.
Where turnover information is unavailable, the framework establishes a minimum reference of €2 million.
Cases investigated directly by the European Commission could result in penalties of up to 6% of annual worldwide turnover.
These sanctions remain part of proposed legislation and are not currently enforceable under the new framework.
Economic Impact and Consumer Protection
The European Commission estimates that the proposed rules could generate consumer savings of up to €13.7 billion annually.
Meanwhile, recurring compliance costs for businesses are estimated at approximately €1.2 billion per year.
Michael McGrath, European Commissioner for Democracy, Justice, the Rule of Law and Consumer Protection, highlighted the initiative as one of the most significant reforms of EU consumer protection legislation in more than two decades.
The stated objective is to strengthen commercial transparency and reduce digital practices that could undermine informed consumer decisions.
Next Steps for the iGaming Industry
The Digital Fairness Act must be negotiated and approved by the European Parliament and the Council of the European Union before becoming law.
Once adopted, it would enter into force twenty days after official publication and begin applying twelve months later.
There is therefore no confirmed implementation date.
For iGaming operators, the proposal signals potential changes to marketing strategies, loyalty programmes and digital platform design.
Through new obligations covering gamification, personalised advertising and consumer protection, the European Union is advancing a reform that could reshape online gambling commercial practices while preserving national licensing frameworks.
Editó: @fonta
