Italy’s competition authority has fined Spanish online travel agency group eDreams €9 million, citing “unfair commercial practices” related to its membership subscriptions.
The authority alleged that eDreams “used misleading claims and undue influence techniques, including manipulative strategies,” also known as dark patterns, to get customers to sign up for its Prime service.
A spokesperson for parent company eDreams Odigeo said it “strongly rejects” the Italian Competition Authority’s (AGCM) decision, noting that it “does not reflect our current offering.”
“We are confident in our position and are immediately appealing this decision before the courts to defend our full compliance with Italian and EU law. Our commitment to our customers and the integrity of our services is unwavering, and we will continue to reinforce our position as the trusted leader for our 7.7 million Prime members globally.”
The AGCM alleged that eDreams made misleading claims regarding subscription discounts and was not transparent about price differences on eDreams’ website versus metasearch engines.
Prime Plus, the most expensive subscription, was also preselected for users, and those ineligible for a free trial were still steered toward it and then charged the annual fee, the authority claimed.
These practices resulted in a €6 million fine. An additional €3 million fine was imposed due to “aggressive” retention practices that prevented users from withdrawing from the membership program while still in the trial period or after they subscribed, the AGCM said.
The eDreams spokesperson said that Prime “undergoes constant iteration” in response to travelers’ needs.
“Crucially, Prime unlocks substantial savings for consumers, yet the decision misrepresents standard retail mechanics that are common across industries.”