Strong Levels of EU Consumer Trust; Online Threats Persist

Ahead of World Consumer Rights Day, the European Commission has published the 2025 Consumer Conditions Scoreboard. It shows that 68% of European consumers feel confident about the safety of the products that they buy, with 70% trusting that their consumer rights are respected by traders. However, data from the Scoreboard also shows that online risks for consumers persist, including scams, fake reviews, and misleading advertising practices.

The EC stated it is taking decisive action to address the challenges faced by consumers across the EU. With the new General Product Safety Regulation in place, consumers are now better protected from being exposed to unsafe products sold online and offline. To address risks from goods sold by non-EU online retailers and marketplaces hosting non-EU traders, the EC adopted the Communication on E-Commerce package earlier this year. It is also preparing a Digital Fairness Act to reinforce the protection of consumers against harmful practices online, in complementarity with the existing EU digital rulebook. Following the entry into application of the new rules under the Right to Repair Directive and the Empowering Consumers for the Green Transition Directive in 2026, consumers will also benefit from easier repairs, increased product reuse, and clearer information on durability and reparability.

The research shows that 70% of consumers agree that retailers and service providers respect consumer rights, while 61% of consumers trust public organizations to protect their rights. Cross-border e-commerce is on the rise, with 35% of consumers purchasing from another EU country and 27% buying from outside the EU in 2024. Online shoppers are over 60% more likely to experience problems with their purchases, compared to those shopping offline. 93% of online shoppers worry over targeted online advertising, including the collection of personal data, excessive advertising, and personalization.

45% of consumers encountered online scams, and many experienced unfair practices, including fake reviews and misleading discounting. Despite a slowing rate of inflation in 2024, and an improvement in consumer sentiment compared to 2022, 38% of consumers expressed concern about their ability to pay their bills, and 35% about affording their preferred food. 74% of consumers noticed instances when packaged goods reduced in size, while 52% observed a decline in quality without a corresponding price drop. Environmental considerations in purchasing decisions fell 13% since 2022, due to considerations linked to the cost of sustainable products and services and mistrust of the reliability of environmental claims.