The world of e-commerce is constantly changing – and so are the rules. On 19th June 2026, a significant legislative amendment will come into force, introducing new requirements to e-commerce interfaces and consumer journeys. At the core is a new withdrawal function, aimed at making cancelling a purchase as effortless for the consumer as it was to make the purchase. 

What changes on 19/06/2026?

Until now, many online stores have allowed purchasing with just a few clicks, but canceling could require searching for complex forms, making phone calls, or sending emails to customer service. With the new EU-level legislation, the aim is to eliminate this "as easy to cancel as to purchase" principle.

Behind the reform is the update of the EU directive on the distance marketing of financial services (2023/2673), which in Finland has been implemented by amending the Consumer Protection Act (Act 31/2026). Although the directive’s name refers to financial services, it has introduced new regulations for the cancellation functionality in both general distance sales (Consumer Protection Act Chapter 6 Section 14 a) and financial services (Chapter 6 a Section 12 a). Since the obligation is included in general distance sales, it practically applies to all consumer-targeted online stores that have a statutory right of withdrawal.

The legislative amendment obligates online retailers to offer a clear and user-friendly way to cancel directly on the website or in the application.

What requirements does the law impose on e-commerce?

The new withdrawal function is not just any link, but a carefully regulated functionality:

1. Visibility and discoverability: The function must be continuously available and prominently displayed throughout the cancellation period (usually 14 days).

2. Clear indication: The function must be marked with an unambiguous expression, such as "Cancel contract here".

3. Effortless data entry: The consumer must be able to notify the cancellation by providing basic information, such as their name and order ID, directly in the interface.

4. Confirmation stage: The cancellation requires a separate confirmation, for example with a button "Confirm cancellation" or other similarly unambiguous wording.

5. Automatic receipt: The online store must send the consumer an automatic confirmation of the receipt of the cancellation without undue delay in a permanent way, such as by email. The confirmation must state the content of the cancellation and its date and time of delivery.

When is the function not needed?

Not all products are covered by the change. The function is not required for products that do not have a statutory right of withdrawal. Such products include, for example:

• Custom-made products: Products made according to the consumer’s wishes.

• Perishable goods: Such as foodstuffs or flowers.

• Hygiene products: If the seal is broken.

• Services: Such as certain accommodation, transport, or leisure services tied to a specific date.

Additionally, business-to-business (B2B) sales are excluded from this requirement.

What should an online retailer do now?

Even though there is still time until the D-day, it is advisable to carefully plan the technical changes. Failing to offer the cancellation function is a breach of obligation, which may expose the online retailer to a penalty fee.

The technical implementation requires knowledge of the law and technical expertise

• User interface design: How to position the cancellation button so that it is lawful but does not interfere with your commercial objectives?

• Automation: Cancellation notifications must be integrated into back-end systems so that confirmation messages are sent automatically with the correct details. It should also be noted that after the cancellation period has expired, the cancellation function no longer needs to be visible or accessible.

• Legality: We ensure that the terminology and process steps used meet the criteria of the new legislation exactly.

More information

1. Working Group's Report: Implementation of the Consumer Credit Directive and the amendment directive to the Consumer Rights Directive (Distance Marketing of Financial Services Regulations)

2. 31/2026 Act on amending the Consumer Protection Act

3. Directive (EU) 2023/2673, a key addition concerning the cancellation function is Article 11 a

Crasman helps with the change

Want to make sure your online store is ready for the 2026 changes? Contact us, and let’s plan a lawful and customer-friendly solution together.