The E-Commerce and Digital Marketing Association (ECDMA) proudly supports the Federal Trade Commission’s (FTC) newly finalized “Click to Cancel” rule, a landmark decision aimed at empowering consumers and enhancing transparency in subscription services. The rule requires businesses to make the cancellation of recurring subscriptions as simple and straightforward as signing up, marking a significant step toward fairness in the marketplace.
At ECDMA, we have long emphasized the detrimental impact of deceptive practices such as making it excessively difficult for consumers to cancel subscriptions. Companies that resort to such tactics not only harm their own reputations but also erode trust across entire industries. Hidden terms buried in small print, obscure cancellation processes, and inflated fees for ending agreements create an environment of frustration and disillusionment for consumers.
A Clear Stance on Consumer Rights
“Our position is simple: the cancellation process must be as easy—or as difficult—as the subscription process,” said Eugene Mishchenko, President of ECDMA. “When a consumer decides to cancel, they should not be met with vague, confusing fees or burdensome procedures. The cost to the consumer must reflect only the real expenses incurred by the company—not arbitrary penalties designed to discourage them from leaving.”
The FTC’s rule aligns with ECDMA’s vision of creating a fair and transparent digital marketplace where consumer trust is paramount. When businesses prioritize clarity and fairness, they foster loyalty and long-term relationships—critical components of sustainable growth in the e-commerce and digital marketing sectors.
A Call to Ethical Practices
Companies employing manipulative tactics to trap customers in recurring payments tarnish the reputation of the broader market. Such practices make consumers wary of legitimate services and stifle innovation by undermining trust. By supporting the FTC’s initiative, ECDMA calls on all businesses to adopt ethical practices that respect consumer autonomy and foster trust.
A Better Market for All
The “Click to Cancel” rule is more than a regulation—it is a signal that consumer rights must take precedence over short-term profit. Businesses that operate transparently will benefit from stronger customer relationships and a more positive market reputation.
ECDMA remains committed to promoting best practices within the digital ecosystem. We stand with the FTC and encourage businesses worldwide to embrace these principles of fairness and transparency. Together, we can create a market that works for everyone—consumers, companies, and industries alike.For more information on the “Click to Cancel” rule, visit the Federal Trade Commission website.