Personalisation and Consumer Experience: The Future of Digital Fairness
In a world where online interactions shape our daily lives, the question of fairness and transparency looms large. On a historic day, November 20, 2025, Brussels became the epicenter of a crucial conversation about the Digital Fairness Act (DFA). The Computer & Communications Industry Association (CCIA Europe) brought together a diverse group of stakeholders to delve into the complexities of online personalisation and its impact on consumers.
But here’s where it gets controversial… While online personalisation offers a tailored experience, it also raises concerns about dark patterns and consumer trust. And this is the part most people miss: the delicate balance between a personalized journey and potential pitfalls.
The roundtable, a melting pot of EU policymakers, industry leaders, consumer advocates, and think tanks, explored the multifaceted nature of online personalisation. From online marketplaces to social media, the discussion highlighted the added value and potential pitfalls of a personalized digital world.
EU laws already provide extensive coverage regarding dark patterns and transparency, but the question remains: Are these regulations enough to ensure a fair and transparent online experience for European consumers?
Recent research (https://ccianet.org/news/2025/10/how-eu-consumers-experience-online-personalisation-and-dark-patterns-a-visualisation-by-country-internet-use-age-and-income/) sheds light on how EU consumers navigate personalized online services and encounter dark patterns. Additionally, a new study (https://www.nextradegroupllc.com/digital-fairness-act-study) examines the existing EU regulations that align with the DFA’s goals.
As the DFA gains momentum, with its impact assessment and official initiative on the horizon in 2026, the roundtable emphasized the need for unified enforcement and stronger coordination among authorities and Member States.
The event, captured in the photos below, underscores the importance of ongoing dialogue and collaboration to shape a fair and transparent digital future for all.
So, what’s your take on the Digital Fairness Act? Is it a step towards a more equitable online experience, or does it raise concerns about overregulation? Share your thoughts in the comments and let’s spark a conversation!