After a dialogue with the European Commission and consumer protection authorities in Europe, Amazon will change the cancellation practices of the Amazon Prime subscription service. This service allows users to have access to free deliveries and also to the company’s video streaming service, Amazon Prime Video.
In a statement dated this Friday, Brussels indicates that Amazon is “committed” to bring cancellation practices closer to consumer standards in the European market.
Thus, in the European Union it will be possible “to unsubscribe from Amazon Prime in just two clicks, through a prominent and clear ‘unsubscribe’ button”promises the European Commission. This change was necessary to respond to European consumer protection regulations and, in particular, with the directive that defines what commercial practices are considered unfair in the European space.
The complaint that prompted this change was filed by BEUC, the European consumer organization, the Norwegian Consumer Council and the Transatlantic Consumer Dialogue, and dated April 2021. It said that consumers needed several steps to unsubscribe from the service, “including navigating complicated menus or confusing choices.” The Norwegian entity also said that Amazon was using “distracting information” and a repetitive process to try to convince consumers to continue with the subscription.
The European Commission explains that Amazon “is committed to improving its cancellation policies and will implement the change from today.” The change will be available on all platforms and devices (computer, mobile and tablet).
“Opting for an online subscription can be very convenient for consumers, as it is usually a very quick process; but the reverse action of unsubscribing should be just as easy”, says Didier Reynders, Justice Commissioner. “Consumers must be able to exercise their rights without any pressure from the platforms. One thing is clear: manipulative design and ‘dark patterns’ must be banned.”
The Amazon Prime service is available in various markets where the technology operates. The service arrived in May 2021 on the Portuguese market.
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Source: Observadora
