Another tech giant has fallen prey to the European Union’s ambition to take control of Big Tech. This time, the company in question is Amazon, such as: reported by The Verge in a recent article†
The latter isn’t exactly known for fair play. The reason for this latest round of fire from the EU is Amazon’s controversial approach to how users can manage their Amazon Prime subscription.
Amazon has complied with the EU’s demands and has significantly simplified the process for users to cancel their Amazon Prime subscription. According to the EU commission, users should now be able to put an end to it in “just two clicks”.
European regulators were very concerned about the “multiple pages” of “distracting information” and “unclear button labels,” reports The Verge. As a result, the EU commission, which has a long reputation for successfully waging war against tech giants like Apple and Google, stepped in and put pressure on Amazon to renew its cancellation process.
Previously, the procedure was fraught with “manipulative design techniques” and “dark patterns” (i.e. interface designs that aim to confuse users), according to the complaint filed by the Norwegian Consumer Council, which in part prompted the intervention of the EU Commission.
In light of the aforementioned details, the EU Commission found that Amazon Prime’s cancellation process was an “unfair commercial practice” and illegal by extension under EU law. Amazon has since responded accordingly and both EU and UK consumers (despite the latter no longer being members of the bloc) can now easily cancel their subscription.
Amazon is certainly not the only (tech) company that plays cheap tricks to keep its subscribers. Hopefully it’s just the first of many to be forced to abandon them.