The European Commission led a coordinated, cross‑border crackdown in 2025 across 23 EU member states plus Iceland and Norway to tackle fake discounts and unclear fees during major sales events like Black Friday and Cyber Monday.

An in‑depth probe into deceptive online retail practices during large sales events is underway, with Iceland and Norway joining the 23 EU states to enforce consumer protection under EU law.

Drip pricing is spreading, with about 10% of retailers advertising low base prices but revealing substantial extra fees later in checkout, pushing final costs higher.

Enforcement aims to improve price transparency at checkout for travel-related purchases, including flights, accommodations, tours, and experiences sold to European customers.

A large sweep found many advertised discounts misleading, as original reference prices were inflated or not the lowest prior price, triggering cross‑sector enforcement in electronics, fashion, travel services, and digital goods.

Unauthorized items are being added to shopping carts—36% of retailers automatically include optional items and 40% add products without explicit consumer consent, violating rights.

Findings could feed broader regulation of digital marketing, platform design, and algorithmic offers, with ongoing monitoring ahead of the 2026–2027 Black Friday seasons.

National authorities will assess alleged breaches under the Unfair Commercial Practices Directive, seek voluntary changes from traders, and pursue formal proceedings and sanctions if needed, signaling a shift against dark patterns online.

About 18% of online retailers use fake scarcity tactics, showing stock levels or viewing counts to pressure quick purchases.

A targeted enforcement phase will demand price histories, discount calculations, and interface changes from cross‑border retailers in the EU/EEA, with potential penalties for breaches.

The investigation aims to restore trust in e‑commerce by ensuring price transparency and clear information at all purchase stages.

The EU warns that these practices violate consumer protection laws, with potential fines and tighter enforcement to deter deceptive behavior.