The ACM has published guidance to help companies treat online consumers fairly and transparently. Where are the boundaries between enticing and misleading?
The Consumer & Market Authority (ACM) has published the Guideline for Online Consumer Protection, in which it defines when online seduction turns into deception. The guidance provides a practical framework for businesses and serves as a basis for enforcement by the ACM.
Clear guidelines for companies
The ACM stresses the importance of fair online practices. Companies should ensure that consumers receive clear, complete and understandable information, and that this information is easy to find before consumers make a purchase.
In addition, the design of the online environment should be logical and fair, with default settings that are beneficial to consumers. Vulnerable consumers deserve extra attention, and companies are encouraged to test the effects of their online decision environment.
The guide as a tool
With the guidance, the ACM aims to protect consumers from being misled and encourage companies to act transparently. The document provides concrete tools to stay compliant and ensure trust in the digital market.
In brief, what the ACM advises:
- Provide complete information;
- Provide correct information;
- Provide understandable information;
- Provide the information before the consumer buys anything;
- Make sure the information is easy to find;
- Provide and logical and fair design;
- Provide favourable default settings for consumers;
- Take into account the vulnerability of consumers;
Read the summary of the guidance here and the full guidance here.
