Transacting online usually means a combination of risks and compliance requirements, especially when dealing with consumers. Risks can then scale quickly due to the automated nature of such systems, so it’s even more important to make sure things are correct from the outset. We advise online businesses as to the legal frameworks required for digital retail, marketplace operations, and subscription services of all kinds.

We provide comprehensive advice on the full customer journey from marketing all the way through to delivery. We prepare order notices, catalogue descriptions, T&Cs, Website Terms of Use, Privacy Policies, and Cookie Policies to ensure compliance with the Consumer Contracts (Information, Cancellation and Additional Charges) Regulations 2013, the Consumer Rights Act 2015, and the UKGDPR and so on.

We regularly advise on consumer sales terms, ensuring that shipping, refunds, and tracking processes are clearly defined and compliant with distance selling regulations.

We also provide guidance on Online Advertising and Marketing Regulations, including e-mail marketing compliance under the PECR and the Competition and Markets Authority (CMA) Advertising Standards Authority (ASA) rules.

Whether you’re launching a Shopify store, building a custom platform, or expanding into new markets, our solicitors deliver tailored solutions that reduce legal risks, support scalability, and enhance customer experience.

New EU Withdrawal Button Requirement (2026)

Businesses selling goods or services online to EU consumers should be aware of a significant update to EU consumer protection law taking effect from 19 June 2026.

Under Directive (EU) 2023/2673, which amends the Consumer Rights Directive (2011/83/EU), traders must introduce a clearly visible and easily accessible “withdrawal button” (or electronic withdrawal function) enabling consumers to exercise their statutory right to cancel a contract online with ease and as few clicks as possible.

This requirement reflects a broader principle in EU law that consumers must be able to withdraw from a contract as easily as they can enter into it, which also exists in UK law but isn’t prescribed in as much detail.  

So, what does the withdrawal button regulation require?

In practical terms businesses must ensure that:

• The withdrawal function is clearly labelled and unambiguous (e.g. “Withdraw from contract” “cancel order here”)
• It is prominently displayed and accessible throughout the withdrawal period – not hidden away or obscured.  
• It provides a structured, two‑step process (initiation and confirmation) – probably requiring some clever database structuring to reduce security risks.
• Consumers receive an immediate acknowledgement of receipt on a durable medium (such as email) – means plugging this all into your CRM or designating someone to ensure these receipts are provided within the timescales required.

This applies to most distance contracts concluded via websites, apps, or other online interfaces where a statutory right of withdrawal exists.

Does this affect UK businesses?

Yes it will affect any UK business selling to Europe. Even post‑Brexit, UK‑based businesses would need to comply where they target or sell to EU consumers, as the obligation follows the consumer rather than the trader’s location and those rights will override standard terms of business.

If you are looking for solutions to your questions, why not give us a call today on a no obligation basis?

• Need a compliant Privacy Policy and Cookie Policy for your website? Speak with a solicitor experienced in data protection for online retailers.
• Unsure how to structure your e-commerce site’s Terms and Conditions to meet distance selling regulations? Consult our solicitors specialising in e-commerce contracts.
• Looking to onboard multiple vendors onto your marketplace and need robust vendor agreements? Talk to a solicitor knowledgeable in marketplace compliance.
• Concerned about the gaps between what your service provider offers and what you offer to your customers?
• Are you looking at implementing compliant withdrawal button mechanisms?
• When was the last time you carried out a review or your website UX and checkout flows?
• Aligning terms and conditions with EU consumer law?
• Cross‑border e‑commerce risk and enforcement concerns?

Do I need to physically come into your offices to work with you?

Eaton Smith are based in Huddersfield but we provide our services to clients globally, so no matter where you are located if you are looking to comply with UK Consumer Law we can work with you remotely. We have systems in place to support working with clients entirely remotely and this often reduces your overall costs compared to needing to attend an office as some law firms may still require.  

You can contact Sam directly by email at Samcrich@eatonsmith.co.uk