歐盟法草案顯示，企業若有不公平數位交易行為，恐面臨全球營業額6%罰款

傅芸琪報導By Foo Yun Chee

布魯塞爾11月9日（路透）— 路透看見的一份歐盟執委會法律草案顯示，若企業被認定使用不公平的數位交易手法，促使民眾購買更多商品，或以個人化廣告鎖定兒童，恐面臨最高相當於年度全球營業額6%的罰款。BRUSSELS, Nov 9 (Reuters) - Companies found guilty of using unfair digital trade practices to push people to buy more or target children with personalised advertising risk fines of as much as 6% of annual global turnover, according to a European Commission draft law seen by Reuters.

歐盟執委會司法事務負責人麥可・麥格拉斯（Michael McGrath）將於週三提出這項名為《數位公平法案》（Digital Fairness Act, DFA）的擬議立法。該法案必須與歐盟各國及歐洲議會協商後，才能成為法律。The Commission's Justice chief Michael McGrath will present the proposed legislation known as the Digital Fairness Act (DFA) on Wednesday, which will need to be thrashed out with EU countries and the European Parliament before it can become law.

DFA是歐洲最新一波立法行動，目的在於要求大型科技公司、電子商務和社群媒體巨擘，進一步管理其平台上的內容。The DFA is the latest legislative push by Europe to get Big Tech, e-commerce and social media giants to do more to police content on their platforms.

文件指出，該法將禁止所謂企業對消費者（business-to-consumer）的「暗黑模式」——也就是網站和App上以欺騙或操縱方式設計的介面，誘導民眾購買更多商品——並將其列為不公平商業行為。It would ban so-called business-to-consumer "dark patterns" — deceptive or manipulative interface designs on websites and apps that steer people into buying more — as unfair commercial practices, the document said.

歐盟執委會也希望禁止以兒童或弱勢消費者為目標的個人化廣告。The Commission also wants to ban personalised advertising targeting children or vulnerable consumers.

採用動態定價的企業將被要求提高透明度，揭露以廣告價格供應的商品數量。動態定價是指票價會依即時需求波動，並已引發消費者批評。Companies using dynamic pricing, where ticket prices fluctuate based on real-time demand and which has triggered criticism from consumers, will be required to be more transparent by disclosing the number of items available at the advertised price.

文件指出，交易業者必須讓使用者有機會關閉鼓勵強迫性或過度使用的成癮性功能。Traders will have to give users the opportunity to switch off addictive features that encourage compulsive or excessive use, the document said.

致力於在金融服務規則制定中倡議公共利益的Finance Watch表示，這項擬議立法不足以保護線上投資的消費者。Finance Watch, which campaigns for the public interest in financial services rulemaking, said the proposed legislation does not do enough to protect consumers investing online.

Finance Watch資深研究與倡議專員彼得・諾伍德（Peter Norwood）表示：「有關暗黑模式的提案方向正確，但企圖心不足，無法充分保護金融服務消費者。」"The proposals on dark patterns go in the right direction, but they lack ambition to sufficiently protect consumers in financial services," said Peter Norwood, senior research and advocacy officer at Finance Watch.

（傅芸琪報導；Jan Harvey編輯）(Reporting by Foo Yun Chee; Editing by Jan Harvey)