New E-commerce Rules & Regulation Changes for the EU in 2026

In 2026, European e-commerce will change with new rules that will hold online retailers to strict legal obligations.

These regulations ensure greater transparency, safer purchases, and clarity regarding environmental concerns. The goal is an online environment where consumers can shop with confidence.

This article provides a complete overview of the most important new European rules and what they mean for online stores and customers.

European Packaging and Packaging Waste Regulation (PPWR)

The Packaging and Packaging Waste Regulation (PPWR) is an EU regulation. This means that the rules apply directly in all member states, without national implementation.

The PPWR entered into force in early 2025. However, many of the obligations will come into effect in phases, including from 12 August 2026, and some later in 2028 and 2030.

The aim is to provide better information about packaging and ensure reliable sustainability claims.

Obligations from 2026

From 12 August 2026:

• The total amount of lead, cadmium, mercury and chromium VI in packaging may not exceed 100 mg per kilogram.

• Additional rules apply to packaging that comes into contact with food.

New markings

The PPWR requires new markings on packaging, such as:

• Clear indication of the material composition, for example, via pictograms.

• Information on recyclability or compostability, where applicable.

• For reusable packaging, digital information must be available, for example, via a QR code.

All this should make waste sorting easier and increase the reliability of environmental promises.

Registration and extended producer responsibility (EPV)

In the future, manufacturers in particular will have to register.

A company that sells packaging or packaged products in another EU member state without being established there is also considered a producer/manufacturer. They must then appoint an authorised representative in that country, in accordance with the rules for extended producer responsibility (EPR).

EmpCo guideline: no misleading sustainability claims

The EmpCo Directive (EU 2024/825) aims to combat greenwashing and increase transparency in sustainability and social claims in online sales.

EmpCo stands for "Empowering Consumers", making consumers more outspoken.

Unlike a regulation, a directive must be transposed into national law.

• Conversion deadline: 27 March 2026

• Entry into force of the rules: 27 September 2026

The directive aims to restore consumer confidence by more rigorously monitoring environmental promises.

Shutterstock/Jo Panuwat D

New European requirements

From 2026:

• General terms such as environmentally friendly, sustainable or climate neutral may only be used if they are clearly substantiated, understandable and verifiable.

• Self-invented sustainability labels without independent certification are largely banned.

• Web shops must provide more transparent information about:

  • Repair options

  • The legal guarantee

  • Terms and conditions of commercial guarantees

Member states may specify details differently during transposition into national law.

Mandatory cancellation button: European obligation

From 19 June 2026, every online shop within the EU must offer a mandatory cancellation button for online agreements.

Goal: to make online purchases safer and more transparent.

Minimum European requirements

The cancellation function must:

• Be available throughout the entire withdrawal period.

• Be easy to find and clearly recognisable.

• Contain unambiguous text such as 'Cancel the agreement here'.

The process takes place in two steps:

1. The customer indicates that they want to cancel.

2. The online shop confirms the withdrawal declaration.

Without correct implementation, online stores risk:

• Administrative sanctions.

• Claims for unfair competition.

• Actions by consumer organisations.

Recommended reading:
Can Foreign Laws Be Applicable to UK Retailers?

Information obligations for AI chatbots and other AI systems

The European AI Regulation (AI Act) is an EU regulation and therefore automatically applies in all member states. Most of the rules will apply from 2 August 2026.

Transparency and trust in AI use

The regulation operates on a risk-based basis. Therefore:

• Some AI applications that violate EU values, such as social scoring, will be banned.

• Transparency is mandatory when AI is used in a professional context.

AI systems that interact with humans must make it clear to users that they are speaking to AI, except when this is obvious.

AI-generated content that mimics real people must be recognisable.

Companies that use AI must ensure that there is sufficient AI knowledge within the organisation.

These requirements are intended to maintain user confidence in technologies that are increasingly being used in e-commerce.

E-commerce regulation and trust: a structural evolution

The new rules from 2026 show that the EU is committed to one important principle: trust will become the backbone of online trade.

For the EU, this means:

• Better consumer protection

• Transparent business practices

• Secure digital purchasing processes

For online shops, compliance is increasingly becoming a strategic asset. It ensures credibility, differentiation, and long-term success.

Our recommendation

The developments planned for 2026 are based on a common European regulatory framework, supplemented with some national-level adjustments.

For online shops operating in the European market (including those based outside the EU but targeting European consumers), it is essential to:

• anticipate European obligations.

• identify the national specificities of each market.

• adapt their processes, interfaces and communications accordingly.

We also recommend displaying trust elements in your online shop, such as the Trusted Shops Trustmark (with the Buyer Protection) and authentic customer reviews. Feel free to contact us and talk to our experts about your online shop:

Conclusion

By anticipating these developments, you not only ensure regulatory compliance but also strengthen long-term consumer confidence, a key success factor in e-commerce.

This article was translated and adapted from our French blog: E-commerce 2026 : nouvelles réglementations européennes et obligations