The new agenda builds on the 2020 consumer agenda and those priorities that have gained importance based on the experience of recent years. These include, not least, the rising cost of living and dynamically changing consumption practices, in which online marketplaces are playing an increasingly important role. The publication of this strategic vision was preceded by a lengthy discussion process, and a public consultation was finally launched in the second quarter of 2025. This confirmed the EU Commission's key priorities for consumer policy in the internal market strategy and the competitiveness compass of key stakeholder groups.

 

Appreciation and protection of consumers in the internal market

 

From a strictly demand-side perspective, consumers are the cornerstone of the EU internal market. Citing Eurostat data, the EU Commission points out that consumer spending by the approximately 450 million EU citizens accounts for more than 51 per cent of European gross domestic product. In view of this, trust in the internal market and a high level of protection are valuable assets that must be renegotiated time and again. They require clear rights, effective enforcement and the feeling that the markets are designed to be as fair as possible. This increasingly affects small businesses, which are confronted with unfair business practices by companies from third countries.

 

The 2030 Consumer Agenda at a glance

 

Against this backdrop, the 2030 Consumer Agenda defines four priority areas: Firstly, in order to complete the internal market, barriers to cross-border consumption should be removed in the interests of both consumers and businesses. In addition to reviewing the Geo-Blocking Regulation and combating unjustified regional supply restrictions, the agenda also includes improving cross-border mobility services (including single digital booking and ticketing, revision of rail passengers’ rights) and access to cross-border financial services. Secondly, the EU Commission wants to promote consumer protection on the internet, in particular through a Digital Fairness Act, which is also intended to significantly improve the protection of children on the internet and against online fraud.

 

Thirdly, the focus remains on promoting sustainable consumption, including through the EU Commission supporting Member States in implementing the legislation adopted during the last legislative term. The planned measures include harmonised labelling of commercial durability guarantees and an online platform for repairs The EU Commission wants to promote the circular economy by encouraging the exchange of best practices, such as the return of old products, second-hand markets and the 'product-as-a-service' model. Finally, it is a matter of effective enforcement and legal protection. The consumer protection cooperation regulation is to be revised as early as next year. To improve product conformity, the establishment of an EU market surveillance authority is also being considered.

 

An initial assessment from the consumer's perspective

 

The new consumer agenda has been in preparation for a long time. The European Consumer Organisation (BEUC)’s assessment is therefore largely positive. Europe can be proud of its consumer protection standards, and it is right to continue to set high standards. However, given the priorities for the new legislative term, it must be ensured that the EU Commission's simplification efforts do not come at the expense of consumers.

 

Karolina Wojtal, co-director and press spokesperson of the European Consumer Centre Germany, emphasises that despite the ambitious programme, further steps will be necessary in some areas, including tackling violations on online platforms. And Anna Cavazzini, Chair of the EU Parliament's Committee on the Internal Market and Consumer Protection (IMCO), points out that while the new EU consumer agenda sets the right priorities with its update on consumer protection in the online world and the promotion of sustainable consumption, it lacks new legislative initiatives.

 

Further information:

 

EU Commission: Commission presents 2030 Consumer Agenda

EU Commission: 2030 Consumer Agenda and action plan for consumers in the single market

BEUC: BEUC's view on the Consumer Agenda 2025-2030

BEUC: European Commission unveils new five-year roadmap to improve consumer conditions in the EU

European Consumer Centre Germany: Position Paper EU Consumer Agenda_2023 (German only)

AK EUROPA: Success for consumers and the environment. EU Parliament adopts Ecodesign Regulation and Right to Repair Directive

AK EUROPA: "Much more than a market". Leave no one behind in the Single Market

AK EUROPA: New Consumer Agenda of the Commission