The online travel agency used deceptive design strategies and manipulative techniques, known as dark patterns, to present the alleged benefits of subscribing to Prime and to require consumers to sign up for and remain subscribed to the service.

The Italian Competition Authority has fined Vacaciones eDreams S.L., eDreams International Network S.L. and eDreams S.r.l. a total of 9 million euro for engaging in two separate unfair commercial practices involving visual and emotional persuasion in the digital environment through dark patterns.

The Authority found that, in offering flights and accommodation through their website and app, the companies used misleading claims and undue influence techniques, including manipulative strategies, to induce consumers – sometimes unknowingly – to subscribe to their Prime service. To this end, eDreams provided ambiguous information about the features and benefits of the Prime subscription, and relied on time-pressure techniques and artificial scarcity to rush purchasing decisions and steer consumers towards subscribing to Prime. The Authority also identified misleading claims about subscription discounts and a lack of transparency regarding the existence of price differences depending on whether users accessed the eDreams website directly or via metasearch engines, as well as on their Prime subscription status.

Consumers’ freedom of choice was further compromised by the fact that eDreams preselected the most expensive subscription option, namely Prime Plus. In addition, users who were not eligible for the free trial were nonetheless steered towards it and then immediately charged the annual subscription fee, without adequate prior notification.

These conducts, which amount to a misleading and aggressive practice, are in breach of articles 20, 21, 22, 23(1)(g), 24, 25 and 26(f) of the Consumer Code and led to the imposition of a 6,000,000 euro fine.

The Authority also found that the companies prevented consumers from exercising their right of withdrawal – both before the end of the trial period and throughout their Prime subscription – by using retention strategies, including via their customer service. This second practice amounts to an aggressive practice, in breach of articles 20, 24, 25 and 26(f) of the Consumer Code, and resulted in the imposition of an additional fine of 3,000,000 euro.

Rome, 4 February 2026

Text of the decision