The European Commission welcomes the entry into force of new EU rules for consumer protection, as part of the New Deal for Consumers.

On this occasion, Věra Jourová, Vice-President for Values and Transparency, said: “The new rules will increase protection for consumers in digital world, which they rightly deserve. The EU is also saying NO to products sold as identical in other Member States, when this is clearly not the case. But these new rules won't protect consumers from rogue traders and online tricksters unless they are strictly implemented on the ground. I strongly encourage all Member States to ensure that the new rules are implemented without delay."

Didier Reynders, Commissioner for Justice, added: "Today we are sending a strong warning to traders that they should play by the rules, not bend them. Breaking EU consumer rules on large scale may cost a company a big fine of at least 4% of annual turnover. This will be a sufficiently dissuasive and effective penalty to prevent dishonest traders from cheating. I welcome this new legislation, as it is setting truly European consumer protection standards.” 

Member States now have two years to transpose the Directive into their national legislation to ensure that EU consumers enjoy stronger protection measures.

More information on the new consumer rules are available here.