Within the framework of EU policies, is online consumer protection legislation being applied by businesses in the various member states? What are the perspectives of businesses and consumers on this issue? Specifically, what are the main challenges or obstacles businesses face in implementing online consumer protection laws?

2 consecutive surveys were conducted: the first was a telephone survey targeting businesses that provide digital products or services to consumers in representative EU countries across 4 macro- regions (North, West, East, and Central-Southern Europe). The second was an online survey with a representative panel of individuals aged 18+ from each EU country, aimed at engaging consumers of online products/services and analyzing their online shopping experiences.

Businesses generally believe that the legislation is well-suited to new technological developments. They feel that their strategies are geared toward adopting measures to ensure their online interfaces are user-friendly and transparent. Additionally, many have integrated regular compliance checks for advertising and marketing activities into their processes. 

Consumers, on the other hand, are reasonably aware of their rights, but they feel that these rights do not keep pace with technology or meet their needs. They often raise concerns about subscription renewals or cancellations. 

At a broader level, there is a communication gap that needs to be bridged to ensure clearer and more transparent interactions between businesses and consumers. Will businesses evolve and adapt to keep pace with citizens?