Digital Fairness According to the EU: Which Bulgarian Companies Will Be Affected by the Digital Fairness Act in 2026?

The European Union is preparing to introduce the Digital Fairness Act (DFA) in 2026, aimed at ending unfair digital practices and protecting consumers in the online space. The question is how this framework will impact Bulgarian businesses, especially companies in e-commerce, digital marketing, and AI technologies.

What is the Digital Fairness Act?

The DFA will prohibit so-called “dark patterns” – deceptive UX designs intended to manipulate user choices. It will also impose requirements on:

• Transparency in influencer marketing – content must be clearly labeled as advertising.
• AI chatbots – users must be informed when interacting with artificial intelligence.
• Digital contracts – terms must be short, clear, and accessible.

The European Commission already held a public consultation in 2025, and the law is expected to be officially adopted and enter into force by late 2026.

Which Bulgarian firms will be affected?

The DFA targets:

• Online platforms and marketing agencies – they will need to adapt their content and ensure greater transparency for users.
• E-commerce businesses – from large online stores to small boutiques, they will have to adjust their interfaces and contracts.
• AI and SaaS companies – they will need to add functionalities for informed consent and data protection.

According to euronews.com, large international players like Google and Meta are already preparing system updates, while small firms in Bulgaria may face higher compliance costs.

Possible scenarios for Bulgaria

Scenario A: Adaptation and competitive advantage

Firms that prepare early will gain customer trust and access to new EU markets.

Scenario B: Market split

Large companies will adapt more easily, while small businesses may struggle to keep up.

Scenario C: Regulatory pressure and investment drain

The accumulation of new rules could lead to reduced innovation in the sector.

Conclusion

The Digital Fairness Act is a step toward a more ethical and transparent internet. For Bulgarian businesses, it will be both a challenge and an opportunity for modernization and expansion into new markets. The key question is which companies will act proactively and which will wait until the last moment.

Disclaimer:
This article is an analytical review by the BurgasMedia editorial board and reflects the opinion of an expert group based on current political, economic, and social developments.
The conclusions presented are not predictions or factual statements, but a hypothetical interpretation of possible scenarios.
The publication is not responsible for any discrepancies with future developments and encourages readers to form independent judgments based on verified sources.