Following a dialogue with the European Commission and national consumer protection authorities, Amazon has committed to bring its cancellation practices in line with EU consumer protection rules from 1 July, the institution announced on the same day.
The digital platform will therefore allow consumers in the EU and the European Economic Area to unsubscribe from Amazon Prime with just two clicks by using a prominent and unambiguous ‘cancel’ button, as required by EU consumer protection law, including the Unfair Commercial Practices Directive 2005/29/EC.
Amazon’s commitment applies to all its websites in the EU and to all devices (desktop, mobile and tablet).
The coordinated action by the European Commission and national authorities, initiated in April 2021, was the result of a complaint by the European Consumer Organisation (BEUC), the Norwegian Consumer Council and the Transatlantic Consumer Dialogue.
The cancellation practices they found consisted of numerous barriers to unsubscribing, including complex navigation menus, convoluted wording, confusing choices and repeated soft prompts.
“Consumers must be able to exercise their rights without pressure from platforms. Manipulative procedures, or ‘user traps’ must be banned”, said Didier Reynders, the European Commissioner for Justice. (Original version in French by Aminata Niang)