In a time of imposed social distancing and temporary restrictions on time spent in physical shops, European consumers are flocking to online shopping in the masses. As part of this process, consumers are seeking more and more digital information to make informed choices. This game-shifting trend towards e-commerce underlines the need for Europe to become a frontrunner in digital consumer information and boost efforts by companies to develop, test and scale-up innovative apps, tools and solutions. In an open letter published in early March, 21 trade associations from the consumer goods sector – including spiritsEUROPE – have called on the European Commission to do just that.
We invite the European Commission to initiate a thorough reflection process on the many exciting possibilities that digital information channels offer. By digital means, it is not only possible to communicate information to consumers in a highly efficient, tailored and personalized way. Dematerialized information channels can also help to reduce packaging waste and shipping costs and boost the free movement of goods in the Single Market.
As part of the European Green Deal, the European Commission had already announced that it would “look at exploring new ways to give consumers better information, including by digital means”. Similarly, in the Communication on “Shaping Europe's digital future”, the Commission announced its ambition to deliver on a new Consumer Agenda by the end of this year, “which will empower consumers to make informed choices and play an active role in the digital transformation”.
Against this background, we call on the European Commission to establish a dedicated Stakeholder Forum for Digital Consumer Information to facilitate the regular exchange of views and best practices and the development of guiding principles for the provision of digital consumer information. We believe it is important to investigate where opportunities exist for digital means as a legally recognised option to provide mandatory product information and adapt relevant EU rules including general and sector-specific product legislation. Ensuring a level-playing field is key, hence the Commission should also publish guidance to ensure that consumer information delivered through digital means abide by harmonised principles including accuracy, transparency, reliability and fairness. Last but not least, all companies, regardless of their size, should be able to benefit from digital information technologies across the EU.
With the Covid-19 virus crisis, we have been forced to fast-track and experiment new digital ways of working, informing and consuming. Let’s make sure we draw the right lessons from that and make sure Europe, and European consumers will be able to take full advantage of these manifold digital opportunities in the years to come, including in the area of consumer information.
