On November 19, 2025, the European Commission adopted the 2030 Consumer Agenda, setting out a comprehensive five-year strategy to guide EU consumer policy. The Agenda aims to reinforce consumer protection, promote fair competition, and support sustainable growth across Europe’s increasingly digital and green economy.
In its communication on the 2030 Consumer Agenda, the Commission highlights that although consumers in the EU enjoy some of the world’s highest protection standards, they continue to face significant challenges. These include rising living costs, the effects of climate change, exposure to unsafe products and unfair online practices, barriers to cross-border shopping, and difficulties in securing redress.
Building on these concerns, the five-year action plan aims not only to strengthen consumer protection but also to support law-abiding EU companies by protecting them from unfair competition posed by non-compliant traders. This dual approach reflects the Commission’s view that stronger consumer protection ultimately supports a fair and competitive marketplace that benefits both consumers and legitimate businesses.
In line with these objectives, the Agenda is organised around four key priority areas:
The first priority recognises the crucial role of consumer protection in ensuring the proper functioning of the single market, and thus sets out a dedicated action plan for consumers in the market. This includes an evaluation of the Geo-Blocking Regulation to verify whether it has successfully eliminated unjustified geo-blocking and other discriminatory practices based on nationality, residence or establishment.
The plan also aims to facilitate consumer mobility by introducing tools to help consumers compare prices, identify optimal travel options, and book journeys more efficiently. In addition, the Commission will work to improve access to cross-border financial services, including the possibility for consumers to open savings and investment accounts in other member states.
The second priority area focuses on digital fairness and online consumer protection. In 2026, the Commission will propose a Digital Fairness Act to strengthen consumer protection in the digital environment. This Act will specifically focus on protecting children from harmful digital practices as well as harmful features embedded in digital products. It will also simplify rules for businesses and explore digital innovations that both reduce administrative burdens and enhance the information available to consumers.
“As e-commerce continues to expand, consumers face greater risks and a higher chance of encountering unfair online practices”
Another key focus will be combating online fraud, one of the fastest-growing types of cybercrime, which continues to cause significant harm to consumers. Its goals will include enhancing prevention efforts, improving the effectiveness of law enforcement actions, and providing stronger support to help fraud victims recover their money.
The third priority addresses sustainable consumption. Building on consumers’ growing role in driving sustainable growth, this priority area focuses on the Commission’s commitment to assist member states in implementing EU consumer laws that aim to protect consumers from greenwashing, expand the availability of sustainable goods, and enhance the durability and repairability of products.
Efforts in this priority area will also include promoting the circular economy through initiatives such as the return of goods that are no longer used, second-hand markets, and supporting circular start-ups.
Finally, the Agenda prioritises effective enforcement and consumer redress. The EU’s consumer protection framework can only truly safeguard consumers and ensure fair competition if it is supported by a strong public and private enforcement, as well as efficient mechanisms that allow consumers to seek redress when their rights are infringed.
As e-commerce continues to expand, consumers face greater risks and a higher chance of encountering unfair online practices. To address these issues, the Commission will prioritise a 2026 review of the Consumer Protection Cooperation Regulation to reinforce enforcement, protect consumers, and ensure a level playing field for compliant businesses.
Accordingly, the Commission will examine the potential centralisation of enforcement powers in specific cases and strengthen coordination between national authorities. It will also ensure effective enforcement of the General Product Safety Regulation, propose updates to market surveillance rules, and continue to engage directly with third countries to address non-compliant products at source.
The 2030 Consumer Agenda builds on the successes of the 2020 New Consumer Agenda and reflects extensive consultations and an EU-wide public consultation in May 2025, which confirmed strong support for its priorities.
The Agenda also aligns with other Commission initiatives, such as the Single Market Strategy, the Competitiveness Compass and the upcoming Single Market Road map which reinforced the Commission’s commitment to strengthen consumer protection, competitiveness, and sustainable growth.
Odette Vella is director, Information and Research Directorate, MCCAA
