Omnibus directive in online stores

In the era of increasing digitization and the expansion of e-commerce, the European Union has taken steps to enhance consumer protection and introduce greater transparency in the operations of online stores.

The Omnibus Directive, implemented in 2023, is a response to these needs, imposing new obligations on entrepreneurs.

Below we present the key changes that every online store should implement.

Information on discounts and price changes

The Omnibus Directive obliges sellers to present not only the current promotional price of a product but also the lowest price at which the same product was offered in the last 30 days before the discount was introduced. This regulation aims to eliminate unfair practices, such as artificially inflating prices before introducing promotions, which in the past could mislead consumers about the real value of the offer.

Thanks to this, customers can make more informed purchasing decisions, being sure that the promotion is actually beneficial.

Verification of consumer reviews

The authenticity of reviews comes to the forefront. Online stores are now required to verify whether the posted reviews come from customers who actually made a purchase. This is a response to the growing problem of fake reviews, which can mislead other consumers and disrupt fair competition in the market. Thanks to this step, the consumer can be more certain that their decision is based on true and credible opinions from other users.

How does it work in practice?

The verification process can take various forms, from simple purchase confirmations to more complex systems for analyzing the authenticity of opinions. Regardless of the method, the key aspect is transparency – stores must inform how reviews are verified. Such openness not only builds consumer trust but also encourages more active participation in the store community by sharing their own experiences.

New requirements for store regulations

Omnibus extends information obligations. New requirements for store regulations require entrepreneurs to provide broader information about their activities, products, or services. This includes more precise definition of the conditions for executing contracts concluded at a distance, rules for returns, complaints, and guarantees.

Entrepreneurs are now obliged to clearly indicate how the consumer can exercise their rights, which significantly increases the transparency of transactions.

Based on the Omnibus Directive, the online store's regulations should include the following elements:

• Seller information: Full company name, head office address, contact details.
• Detailed price information: Including the obligation to inform about the lowest price of the product in the 30 days prior to the discount.
• Promotion rules: Clear definition of the conditions of promotions, including the duration and availability of promotional products.
• Order placement and execution procedures: Including delivery times and payment methods.
• Rules for returns and complaints: The procedure for withdrawing from the contract, return policies, information about warranties and guarantees.
• Information regarding the verification of reviews: How the store verifies and presents consumer reviews.
• Privacy and personal data protection policy: What data is collected, how it is protected, and processed.
• Rules for responsibility for digital content: If the store offers digital content, rules for delivering this content and information regarding the consumer's right to withdraw from the contract.
• Information on dispute resolution methods: Indication of possibilities for using extrajudicial means of complaint resolution and claiming rights.
  Transparency in product placement and customer profiling

The Omnibus Directive requires online stores to be open and honest about product placement. This means that consumers should be informed of any factors that may affect the order of product display, such as paid promotions or sponsored positions.

This change ensures that consumers better understand how products are presented to them, which enables making more informed choices.

Customer profiling, or analyzing their behavior and preferences to tailor offers, is a common practice in e-commerce. The Omnibus Directive emphasizes the need for transparency in this area as well. Online stores are obliged to inform consumers if their data is used to personalize offers, including when the price of a product is individually adjusted.

The consumer should be aware that their behavior on the store page may affect the offers presented to them, which is another step towards full transparency of e-shop actions.

Responsibility for provided services

Increasing sellers' responsibility for compliance with the agreement, as well as for their compatibility and interoperability, is a step towards increasing consumer protection and raising quality standards in electronic commerce.

Ban on creating artificial opinions

The Omnibus Directive places great emphasis on the honesty of reviews, prohibiting the creation of fake reviews and manipulating search results. This is a response to the growing problem with fake reviews, which mislead consumers.

Obligation to inform about the lowest price

Online stores must now clearly indicate what was the lowest price of the product before the discount. This is an important step towards eliminating unfair pricing practices and increasing information transparency in online commerce.

Complaints and responsibility for digital products

New regulations regarding complaints and responsibility for digital products indicate a striving to balance the rights of consumers and the obligations of sellers. Ensuring that digital products comply with the agreement and that customers have real opportunities to pursue their rights is crucial for maintaining trust in the digital environment.