EU draft Digital Fairness Act targets AI relationship bots

The draft Digital Fairness Act arrives as the European Commission tries to extend its digital rulebook beyond the Digital Services Act and the AI Act. The proposal's blacklist of ten manipulative design practices, including false claims that stock is running low, pre-ticked add-ons, and nagging pop-ups, signals a focus on interface-level tactics rather than platform content. The chatbot clause is notable because it places relationship-simulating AI features in the same regulatory bucket as auto-play and streak rewards, suggesting the Commission views prolonged engagement mechanics as a consumer protection issue regardless of whether AI is involved.

Within the Commission, the approach is not uniform. McGrath has reportedly argued for stronger direct enforcement powers, while digital chief Henna Virkkunen warned that overlapping obligations could make the EU rulebook harder to apply. That tension will shape how the draft is negotiated with EU countries and the European Parliament, a process that must be completed before any of the measures become law. For now, the proposal's final scope, including the 6% turnover penalty threat, remains subject to change.