E-commerce marketing · Industry brief

The EU Consumer Rights Directive has been amended to require all online traders operating in the EU to implement a mandatory "withdrawal button" by June 19, 2026. The button must allow consumers to cancel purchases with a single click, directing them to a confirmation page with order details, and must generate an automatic acknowledgment via email without requiring additional steps like contacting customer service or completing surveys. The requirement applies to all distance sellers targeting EU consumers regardless of business size or location, with exemptions only for B2B traders and sites not facilitating contracts. Non-compliance extends the consumer's fourteen-day withdrawal period up to twelve months and exposes traders to enforcement action by national authorities, administrative fines, and coordinated EU enforcement under the Consumer Protection Cooperation Regulation. Belgium has missed the transposition deadline, but neighboring France and Germany have already begun enforcement, making immediate compliance urgent for traders in those markets. E-commerce businesses should audit existing cancellation workflows, implement the compliant button, establish automated confirmation systems, update terms and conditions, and train customer service teams before the June 2026 deadline. (Source: Crowell & Moring client alert on EU Consumer Rights Directive amendments)

Costa Rica published Law No. 10,946, the "Digital Services Governance and E-Commerce Law," in its official gazette on June 24, 2026, with enforcement beginning 12 months later. The law regulates e-commerce platforms, intermediaries, and merchants, establishing mandatory requirements for digital advertising transparency, including clear identification of ads, accurate product information, final pricing disclosure, and restrictions on advertising to minors. It expands consumer protections to ensure digital commerce receives equivalent safeguards as physical commerce, requiring merchants to provide clear identity information, contact details, payment procedures, delivery dates, and withdrawal rights in plain Spanish. The law limits intermediary liability for unlawful content only when service providers lack knowledge of illegality and take corrective action upon discovery, while prohibiting manipulative design patterns. Online platforms face specific due diligence obligations including merchant identification systems, complaint handling mechanisms, and suspension authority for merchants with questionable identity or illegal offerings. Non-compliance triggers fines ranging from ₡4,622,000 to ₡23,110,000 (approximately 10 to 50 base salaries), prompting companies to audit terms, privacy policies, advertising practices, and consumer information processes during the 12-month compliance window.