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Under the banner of “digital fairness”, the EU is planning to revise three central directives of EU consumer law: Unfair Commercial Practices, Consumer Rights and Unfair Contract Terms. The rules of the “Digital Fairness Act” are intended to better protect users on the internet. This is because they are no longer regarded as “responsible consumers”, but as vulnerable. The DFA classifies a large number of tried and tested sales promotion methods that are common throughout the retail sector as so called “dark patterns”. Targeting, personalization and influencer marketing are also classified as endangering vulnerable consumers. Consumer institutions are already calling for online purchases to be slowed down by additional confirmation mechanisms. Martin Groß-Albenhausen, Deputy Managing Director of bevh, presents the main planned measures and explains which advertising practices could be banned online in future.