Consumer protection Archives | Digital Watch Observatory

Ofcom says age checks expand but more action needed

Ofcom has published its 2026 Use of Age Assurance Report, finding that age-assurance measures have expanded rapidly over the past year while calling for further action to strengthen online protections for children under the UK’s Online Safety Act.

The report examines the first six months after child protection duties took effect in July 2025, covering pornography, social media and online dating services. Ofcom said highly effective age assurance can significantly improve child safety, although no single method can completely prevent circumvention.

Ofcom said social media platforms have not consistently enforced their existing minimum age requirements and urged services relying on age inference to combine it with other highly effective methods. It also called on pornography services that have yet to introduce age checks to do so without delay, stressing that regulated services remain responsible for ensuring their age-assurance measures are effective.

The regulator also confirmed it will provide Parliament with an assessment by the end of October on how age checks for users over 16 could operate in practice, ahead of proposed social media restrictions expected in 2027.

Why does it matter?

The report provides one of the first comprehensive assessments of how age-assurance requirements are being implemented under the Online Safety Act. Its findings are likely to shape future enforcement priorities and inform policy discussions on additional age-based restrictions for social media services.

The report also suggests that age assurance is evolving into a broader ecosystem responsibility rather than a platform-only obligation. By highlighting the roles of search engines, app stores and device manufacturers alongside online services, Ofcom signals that effective child protection will increasingly depend on coordinated action across the digital ecosystem.

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Ofcom finalises tougher rules against mobile messaging scams

Ofcom has finalised new rules requiring mobile providers to block, limit and disrupt mobile messaging scams, alongside strengthened guidance to tackle international calls that spoof UK mobile numbers.

The regulator said criminals increasingly use text messages and business messaging services to impersonate friends, companies and public bodies, pressuring victims to transfer money, disclose sensitive information or click malicious links.

Fraud accounted for an estimated 45% of reported crime incidents in England and Wales, with £1.28 billion lost to criminals in 2025. Ofcom also found that 40% of UK mobile users had received at least one suspicious message during the previous three months.

The measures target two main forms of messaging fraud: person-to-person messages sent through SIM cards and mass business messages distributed through commercial messaging infrastructure.

For person-to-person scams, mobile providers must collect intelligence on fraudulent messages, malicious links and phone numbers from customers and anti-fraud organisations. They must use that information to block numbers associated with scammers and stop messages containing malicious links or phone numbers from being delivered across their networks.

Providers must also impose volume limits on pay-as-you-go SIM cards, making it harder for criminal groups to send large numbers of fraudulent messages. The measures complement the government’s proposed ban on SIM farms and commitments made by operators under the Fraud Sector Charter.

Business messaging providers and aggregators must carry out initial and ongoing Know Your Customer (KYC) checks on organisations sending messages and monitor their activity through Know Your Traffic controls.

Providers will also verify alphanumeric sender IDs, which display company names instead of telephone numbers. The checks are intended to prevent scammers from impersonating trusted businesses, delivery services and government agencies.

Where providers identify fraudulent messaging activity, they must investigate its source, apply incident management procedures, and block malicious sender IDs, links and telephone numbers. Companies that fail to carry out appropriate checks may also face regulatory action.

Ofcom has separately strengthened its guidance on international calls that spoof UK mobile numbers. Telecoms companies should withhold the caller ID for calls that appear to originate from a UK mobile number roaming abroad unless they can verify that the number is genuine.

The regulator said spoofing makes overseas calls appear more trustworthy and increases the likelihood that potential victims will answer. However, it cautioned that legitimate organisations may also use withheld numbers, meaning users should continue to assess unexpected calls carefully.

Mobile providers already block more than 600 million suspected scam messages each year, but Ofcom said inconsistent protections across the sector continue to leave consumers exposed.

Consumers can report suspicious calls and messages by forwarding them to 7726, enabling mobile operators to update their fraud-detection and network-protection systems.

Why does it matter?

The new rules shift greater responsibility onto mobile providers to prevent scams before they reach consumers. By requiring stronger customer verification, sender authentication, network-level filtering and SIM controls, Ofcom is moving fraud prevention further upstream rather than relying primarily on users to recognise suspicious messages.

The measures also reflect a broader regulatory trend towards placing more accountability on communications providers to combat digital fraud. If successful, the framework could reduce large-scale messaging scams while serving as a model for other jurisdictions seeking to strengthen telecoms security.

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Spain promotes national cybersecurity support helpline

Spain’s National Cybersecurity Institute (INCIBE) has highlighted its free and confidential 017 helpline, which provides specialist advice on digital security issues for citizens, businesses, professionals and educational institutions.

The helpline provides guidance on scams, phishing, identity theft, compromised accounts, social media privacy, cyberbullying, device security and protecting personal information. It also advises on parental controls, online child safety, digital identity management and the safe use of apps and social media platforms.

INCIBE stressed that 017 is a cybersecurity advisory service rather than a reporting channel or technical support line. Specialists explain appropriate reporting procedures, direct users to the relevant authorities where necessary and assess each case individually.

The service is available daily from 8:00 to 23:00 via telephone, WhatsApp, Telegram, an online form and, by appointment, in person at INCIBE’s headquarters in León.

Why does it matter?

As cyber threats become more common, many users need trusted advice before or after an incident rather than only technical assistance or law enforcement support. Services such as INCIBE’s 017 helpline can help individuals and organisations respond more effectively while improving awareness of everyday cyber risks.

The initiative also reflects a broader shift towards strengthening national cyber resilience through public support services. By combining technical, legal and practical guidance in a single point of contact, governments can encourage earlier reporting, better cyber hygiene and more effective responses to digital security incidents.

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South Korea to launch free national AI service

South Korea’s Ministry of Science and ICT has announced plans to launch the ‘AI for Everyone’ project this year, providing a homegrown AI service that anyone in the country can use free of charge without usage limits.

The ministry will select participating companies through an open call for proposals. A beta version is scheduled for late September, followed by the launch of a general-purpose AI chatbot and an AI agent to help users search for and apply for public services.

According to the ministry, the project aims to reduce reliance on overseas AI services while narrowing the digital divide. It also responds to concerns about restrictions on free AI services and possible changes by global technology companies. The nationwide service is expected to launch before the end of 2026.

Why does it matter?

The initiative combines digital inclusion with technological sovereignty by offering unrestricted access to a domestically developed AI service. Removing cost and usage limits could broaden AI adoption while integrating generative AI more closely into public services.

The project also reflects a wider international trend of governments investing in national AI capabilities to reduce dependence on foreign providers. As AI becomes part of essential digital infrastructure, countries are increasingly seeking greater control over the services, platforms and data that underpin public-sector AI deployment.

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Japan reviews legal protection for AI voice imitation

Japan’s Justice Ministry has prepared a draft report on civil liability for the unauthorised use of people’s voices and images through generative AI.

The draft focuses on the protection of famous individuals, including celebrities, singers and voice actors, as AI tools make it easier to imitate real voices and appearances.

It was submitted to an expert committee on 13 July, with a final report expected as early as August.

The ministry said the report could serve as a reference in lawsuits and AI development, as Japanese courts have not yet issued clear rulings on rights related specifically to voice imitation.

One scenario examined in the draft involves AI-generated audio that could mislead the public into believing a voice actor had read obscene material online for profit.

The draft says such use could be illegal if it harms a person’s dignity, honour or peace of mind beyond a tolerable limit.

It also outlines criteria for assessing whether an AI-generated voice is similar to that of a famous person and whether it may infringe publicity rights.

At the same time, the draft suggests that parody, impersonation and artistic mimicry would generally not infringe publicity rights when they are presented as expressive acts based on resemblance.

The review comes amid growing concern in Japan over AI covers and the unauthorised use of singers’ and voice actors’ voices in synthetic performances.

Why does it matter?

Japan’s draft report shows how generative AI is forcing legal systems to revisit personality, publicity and dignity protections. Voice imitation is especially sensitive because it can affect reputation, commercial value and personal autonomy even when no copyrighted recording is copied. The Japanese approach could influence how courts and AI developers assess consent, similarity, commercial use and harm in cases involving synthetic voices, AI covers and celebrity likenesses.

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Eurobarometer finds strong support for protecting children online

A new Eurobarometer survey released by the European Commission shows that Europeans are overwhelmingly concerned about the risks children face online, with cyberbullying, online grooming and harmful content ranking among their biggest worries.

The Flash Eurobarometer 584 survey, conducted between 19 and 24 June 2026 among 25,904 people across all 27 EU Member States, found that 71% of respondents were concerned about cyberbullying and online harassment. Online grooming and sexual exploitation worried 70%, while 69% cited exposure to harmful content such as violence, self-harm and extremism, as well as misuse of children’s personal data.

The survey also highlighted concerns about children’s online habits. Adolescents spend an average of 4.5 hours online on school days and 6.1 hours at weekends, while 14% reported spending more than 10 hours a day on screens.

The findings come as the European Commission prepares new child safety proposals. The Special Panel on Child Safety Online, which met between March and June 2026, will present its recommendations to Commission President Ursula von der Leyen on 13 July. The panel drew on expertise in health, neuroscience, psychology, child rights and digital literacy, with its recommendations expected to inform future EU action.

The European Commission plans to present policy proposals after the summer. The survey also found broader public concern about online risks, with 87% of respondents agreeing that disinformation, foreign interference and AI-generated content threaten democratic processes in the EU.

Why does it matter?

The survey provides strong public backing for stricter EU measures to protect children online. As policymakers consider stronger age assurance, safer platform design and enhanced protections for minors, the findings suggest there is broad public support for more robust regulation of digital services.

The results also reinforce the growing view that online safety is no longer only a technology issue but a public health and child protection challenge. Concerns about cyberbullying, harmful content and excessive screen time are increasingly shaping debates on platform accountability across Europe.

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ECB survey highlights popularity of Chinese e-commerce platforms

More than half of consumers in the euro area have used Chinese e-commerce platforms such as Temu, Shein and AliExpress, according to a Consumer Expectations Survey by the European Central Bank (ECB). Low prices and wide product selection were the main reasons for their popularity.

According to the survey, clothing, household goods and electronics are the most frequently purchased product categories, with most orders worth €50 or less. Usage is highest in Greece, Portugal and Spain and is more common among lower- and middle-income households.

Among consumers who do not use these platforms, the main concerns are product quality, trust, personal data security and environmental impacts. The survey also found that geopolitical considerations play only a limited role in purchasing decisions compared with price and convenience.

The ECB says the findings highlight the growing influence of Chinese e-commerce platforms on consumer behaviour in the euro area and suggest they could affect competition and price dynamics in the retail market.

Why does it matter?

The survey illustrates how low-cost Chinese e-commerce platforms are reshaping consumer behaviour across Europe. Their growing popularity could intensify competition for European retailers while influencing pricing strategies, cross-border trade and consumer expectations around cost and convenience.

The findings also highlight the broader policy challenges posed by cross-border digital commerce. As platforms such as Temu, Shein and AliExpress expand their presence in Europe, regulators will continue balancing consumer benefits from lower prices with concerns over product safety, sustainability, data protection and fair competition.

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Two in five UK children say they bypass online age checks

Nearly two in five UK children aged 11 to 17 say they have successfully bypassed an online age check, according nationally representative research commissioned by the Department for Science, Innovation and Technology (DSIT).

The study surveyed 2,299 children in May 2026 to examine their experiences with age assurance, VPN use and methods of bypassing age checks. It also included an additional sample of recent VPN users.

Overall, 39% said they had successfully bypassed an age check at least once, while another 14% had tried unsuccessfully. Success rates rose from 28% among 11- to 12-year-olds to 43% among older teenagers.

Many children avoided age checks altogether by choosing websites, apps or games that either had no age verification or appeared easy to bypass. Among those who successfully circumvented checks, 63% said they simply pretended to be older, most commonly by entering a false date of birth.

Most successful circumvention involved simple self-declaration systems such as tick boxes and date-of-birth fields, which children also rated as the least effective.

By contrast, 86% of respondents who had encountered government ID verification considered it effective, while third-party identity services, payment card verification and facial age estimation also received substantially higher ratings.

Privacy was the most common reason for using a VPN. However, 22% of VPN users said they had used one to access age-restricted websites, apps or games, equivalent to 7% of all children surveyed.

Parents were involved in some VPN use. Among children who had used one, 22% received help from a parent to set it up, while 43% of current users said a parent paid for the service. However, older teenagers were more likely to install VPNs without parental knowledge.

Friends were the main source of information about bypassing age checks, cited by half of children who had done so. Practical consequences appeared to be the strongest deterrents, including harder-to-defeat checks, permanent account bans, and notifying parents about circumvention attempts.

The report also found an association between bypassing age checks and exposure to harmful content. Among children who had circumvented age checks, 51% reported later encountering at least one form of harmful material, including explicit content, contact from unknown adults and requests for personal information.

The researchers cautioned that the findings rely on self-reported behaviour and do not establish that VPN use or circumvention directly caused exposure to harmful content.

Why does it matter?

The findings suggest that basic self-declaration systems provide limited protection for children and are easily circumvented. As regulators increasingly require stronger age assurance under frameworks such as the UK’s Online Safety Act, the challenge will be deploying systems that are both effective and proportionate while protecting users’ privacy.

The research also highlights that technology alone is unlikely to solve the problem. Children’s motivations, platform design, parental involvement and digital literacy all influence whether age restrictions are respected, suggesting that meaningful online safety will require a combination of technical safeguards, regulation and education.

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UNCTAD launches global consumer product safety framework

UN Trade and Development (UNCTAD) has officially launched the United Nations Principles for Consumer Product Safety, providing countries with the first globally agreed framework to strengthen product safety, improve market surveillance and enhance international cooperation.

The launch took place during a meeting in Geneva attended by more than 400 participants from over 80 countries, where governments, regulators and international organisations discussed emerging challenges in consumer protection, competition policy and digital markets.

The Principles, adopted by the UN General Assembly in December 2025, are intended to help countries respond to increasingly complex global supply chains and the rapid growth of digital marketplaces.

UNCTAD also announced plans to publish a practical Handbook on Consumer Product Safety to support their implementation. Participants stressed that product safety is essential for consumer confidence and that stronger international cooperation is needed as product risks increasingly cross national borders.

Participants also discussed wider consumer protection and competition issues, including the impact of digital markets, cross-border e-commerce and concentrated supply chains.

They called for stronger international cooperation and regulatory frameworks capable of keeping pace with technological change while supporting innovation and consumer trust.

The meeting also launched the Voluntary Peer Review of Argentina’s consumer protection framework, reinforcing UNCTAD’s role in supporting member states through policy advice, technical assistance and the exchange of best practices.

Participants reaffirmed that international dialogue remains essential to ensuring markets remain fair, competitive, and safe during a period of growing global economic uncertainty.

Why does it matter?

The UN Principles for Consumer Product Safety establish a common international reference point for governments seeking to strengthen consumer protection in increasingly global and digital markets. As products are traded through complex international supply chains and online marketplaces, shared principles can help improve market surveillance, regulatory cooperation and consumer confidence.

The initiative also reflects a broader trend towards international coordination on digital commerce and consumer protection. By providing a common framework rather than legally binding rules, the Principles give countries greater guidance while encouraging more consistent approaches to product safety across jurisdictions.

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New York City targets junk fees and subscription traps

New York City has introduced two major consumer protection measures targeting hidden charges and difficult subscription cancellations, combining mandatory all-in pricing with new ‘Click-to-Cancel’ requirements.

The Click-to-Cancel rule will take effect on 1 October 2026, making New York City the first municipality to require businesses to offer subscription cancellations that are as simple as sign-up. Companies must clearly disclose subscription terms and provide straightforward cancellation mechanisms, ending practices that rely on confusing procedures or hidden recurring charges. According to the Roosevelt Institute, the rule could save New Yorkers between $21.5 million and $162.5 million each year.

The proposed Junk Fees rule would require businesses to display the full price upfront, including all mandatory charges. Companies would be prohibited from advertising misleading prices and would have to include service and processing fees in advertised prices. Businesses that violate either rule could face consumer restitution and civil penalties starting at $525 per violation.

Consumer Reports estimates that hidden fees cost the average family of four around $3,200 annually. The Department of Consumer and Worker Protection has published guidance explaining the proposed all-in pricing rules, with public consultation remaining open until a hearing on 7 August.

Why does it matter?

The measures reflect a growing regulatory effort to tackle so-called ‘dark patterns’—design practices that make prices harder to understand or subscriptions more difficult to cancel. By requiring transparent pricing and straightforward cancellation, New York City is shifting responsibility from consumers to businesses to ensure commercial practices are fair by design.

The rules could also influence wider consumer protection policy. As many companies operate nationally or globally, local requirements on pricing transparency and subscription management may encourage businesses to adopt similar practices across multiple markets, potentially shaping future regulation in other jurisdictions.

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