Is your company’s website sufficiently transparent and compliant?
June 2026 - In late 2025, the FPS Economy, the European Commission, and the Consumer Protection Cooperation network organized a large-scale inspection of European online stores. Belgian companies and foreign players active in the Belgian market were also scrutinized. The results are striking.
As many as 7 out of 10 of the inspected online stores were found not to be fully compliant with applicable regulations. Often, this is not due to deliberate violations, but rather a lack of knowledge regarding the increasingly complex e-commerce rules.
Nevertheless, accurate information and transparency are essential for building consumer trust. The recent guidelines from the FPS Economy emphasize that consumers must be able to quickly and easily find all important information online in order to make an informed purchasing decision.
Transparent price labeling remains crucial
One of the most closely monitored aspects is price labeling. The law requires online stores to display prices clearly, accurately, and unambiguously.
Specifically, this means:
· Consumers must always see the total price in euros, including VAT and all mandatory charges
· Any delivery or additional charges must be clearly communicated in advance
· If additional costs cannot be calculated exactly, you must explicitly state this
· For promotions, the reference price must be visible: the lowest price your online store charged in the preceding 30 days
For certain products, there is also a mandatory requirement to state the unit price, such as the price per kilogram, liter, or meter. This helps consumers compare products more effectively.
The FPS Economy also emphasizes that optional paid add-ons must not be automatically selected. Examples include insurance or additional warranties: the consumer must actively agree to these.
Providing Consumers with Accurate Information
An online store must offer much more than just a product page and a payment module. Consumers must know at all times which company they are doing business with and under what terms and conditions.
The guidelines place a strong emphasis on accessible and clear information. Important details must not be “hidden” in terms and conditions or hard-to-find FAQ pages.
At a minimum, the following information must be easily accessible:
· Name of your business
· Address and contact information
· Business registration number
· Clear product or service descriptions
· Delivery and payment terms
· Delivery times
· Information about warranties and complaint procedures
Additional obligations apply to digital products. For example, the online store must provide information about compatibility, technical limitations, and the functionalities of digital content or services.
Customer reviews also receive special attention. When an online store displays reviews, it must clearly state whether and how it verifies that they actually come from real customers.
Legally compliant order button
One aspect that is often overlooked is the order button itself. The consumer must explicitly acknowledge that they are entering into a payment obligation.
Therefore, a button that simply says “Order” or “Confirm” is no longer sufficient. Legally, you must use clear wording such as:
· “Order with payment obligation”
· “Pay now”
· “Confirm purchase”
Furthermore, information regarding price, product features, and contract duration must be immediately visible before the order is placed, without the consumer having to click through to another page.
Clear communication regarding the right of withdrawal
In online sales, the consumer generally has a 14-day right of withdrawal. The online store must clearly explain how this right works and which conditions apply.
Important points to note:
· Provide a model withdrawal form
· Clearly communicate any return costs
· Specify when the right of withdrawal does not apply
The consequences of inadequate information can be significant. If a web store fails to provide sufficient information about the right of withdrawal, the statutory period may be extended to a maximum of one year and fourteen days.
Not compliant? The risks are very real
In the event of breaches, the Economic Inspectorate may issue warnings, impose administrative fines or refer cases to the public prosecutor’s office. According to the guidelines, civil sanctions are also possible, such as refunds to consumers without the need to return products.
In addition, you may face:
· Administrative fines of up to €10,000
· Claims for damages from consumers
· Loss of trust and damage to reputation
· In serious cases: suspension of the online shop
For your SME, a legal review of the online shop is therefore not a luxury, but a necessary investment in trust, professionalism and risk management.
