March 2026 saw a number of relevant judgments from the Court of Justice of the European Union (CJEU) addressing important issues in consumer law. These decisions contribute to clarifying the interpretation of EU directives and regulations and further develop core principles such as consumer protection, legal certainty, and market fairness. Below is an overview of rulings delivered in this month, highlighting their practical implications for businesses, consumers, and regulators across the EU.
Consumer Assistance Does Not Preclude Distance Contract Status, but Withdrawal May Be Abusive
In its judgment of 5 March 2026 (Case C-564/24), the Court of Justice interpreted key provisions of Directive 2011/83/EU concerning the notion of a distance contract and the right of withdrawal. The case concerned a dispute between Eisenberger Gerüstbau GmbH and a consumer (JK), who, after concluding a contract for scaffolding works through an architect acting on her behalf, sought to withdraw from that contract and recover payments already made. The referring German court asked whether the involvement of a trader assisting the consumer affected the classification of the contract and the applicability of consumer protection rules. The Court held that the fact that a consumer is assisted by another trader — even where that trader initiates contact with the service provider and influences key contractual terms — is not relevant for determining whether the contract qualifies as a “distance contract” within the meaning of Article 2(7). Nor does such assistance affect the consumer’s status, which must be assessed objectively by reference to the purpose of the contract. The Court further clarified that an addendum concluded exclusively through means of distance communication may itself constitute a distance contract, even if the main contract does not, provided the conditions laid down in the directive are met. Finally, the Court ruled that, although consumers benefit from a broad right of withdrawal, its exercise may, in exceptional circumstances, be considered abusive. This may be the case where the consumer withdraws at the end of an extended withdrawal period after the services have already been fully performed, with the intention of avoiding payment. However, such abuse must be established by the national court on the basis of all the circumstances, including both objective and subjective elements. This decision is discussed here.
Reduced VAT for Accommodation May Exclude Ancillary Services Without Breaching EU Law
In its judgment of 5 March 2026 (Joined Cases C-409/24 to C-411/24), the Court of Justice interpreted Article 98 of Directive 2006/112/EC concerning reduced VAT rates and their application to accommodation services supplied to consumers. The cases concerned disputes between German hotel operators and tax authorities, where services such as breakfast, parking, Wi-Fi, and wellness access were provided together with short-term accommodation and paid for by consumers under a single price. The referring court asked whether EU law precludes national rules requiring those services to be separated and taxed at the standard rate, even where they are ancillary to the principal accommodation supply. The Court held that EU law does not preclude such national legislation. It confirmed that, although ancillary services may form part of a single economic supply from the perspective of consumers, Member States may apply reduced VAT rates selectively to specific aspects of the categories listed in Annex III. Accordingly, accommodation services supplied to consumers may be distinguished from other services provided alongside them, provided that this distinction is based on objective criteria. The Court also clarified that the classification of a transaction as a single supply is not decisive where such discretion is exercised. Finally, the Court emphasized that the principle of fiscal neutrality must be respected. This requires that similar services from the perspective of consumers — such as breakfast or parking offered independently — are not treated differently for VAT purposes. Therefore, excluding ancillary services from the reduced rate is permissible, provided that they are subject to the same standard rate whether supplied independently or together with accommodation. The final assessment remains for the national court.
Virtual Game Currency Is Not VAT-Exempt and Must Be Fully Taxed, with No Special Treatment for Consumers
In its judgment of 5 March 2026 (Case C-472/24), the Court of Justice interpreted provisions of Directive 2006/112/EC concerning VAT exemptions for currency transactions and the concept of vouchers. The case concerned a dispute between MB “Žaidimų valiuta” and the Lithuanian tax authority regarding the VAT treatment of transactions involving the purchase and resale of virtual currency (“Gold”) used in the online game Runescape, including implications for consumers engaging in such exchanges. The referring body asked whether those transactions could be exempt as currency operations or treated as multi-purpose vouchers, and how the taxable amount should be calculated. The Court held that virtual game currency such as “Gold” does not fall within the VAT exemption for currency transactions under Article 135(1)(e), since it is not accepted as an alternative means of payment outside the game and does not function as a genuine currency for consumers in the wider economy. It further clarified that such virtual units cannot be classified as vouchers within the meaning of Article 30a, because they do not entitle consumers to receive distinct goods or services but instead constitute the very digital service consumed within the game. Consequently, the transactions must be treated as taxable supplies of electronic services. Finally, the Court ruled that VAT must be calculated on the full amount received for the sale of the virtual currency, rather than only on the trader’s margin, meaning that no preferential calculation method applies even where consumers are involved in the transaction chain.
Limitation Periods and Consumer Awareness: CJEU Strengthens Protection Against Unfair Terms in Foreign Currency Loans
In its judgment of 19 March 2026 (Case C-679/24), the Court of Justice of the European Union interpreted Articles 1 and 7 of Directive 93/13/EEC concerning the effectiveness of consumer protection in relation to limitation periods for claims based on unfair terms. The case arose from a dispute in Hungary between a consumer and financial institutions regarding a foreign-currency loan agreement containing a clause placing exchange rate risk entirely on the consumer. The referring court asked whether EU law precludes national rules under which a consumer’s claim for the legal consequences of the invalidity of such an agreement is subject to a five-year limitation period running from the date of conclusion of the contract, and whether judicial decisions could affect the starting point or suspension of that period. The Court held that EU law precludes a judicial interpretation of national law under which such a limitation period begins to run from the date the contract was concluded, where the consumer was not aware and could not reasonably have been aware of the unfairness of the term at that time. It emphasized that such a rule risks making the exercise of consumer rights excessively difficult, contrary to the principle of effectiveness. The Court further clarified that the date of judgments of the Court of Justice or national supreme courts cannot be used to determine the starting point or resumption of the limitation period, since consumers cannot be expected to monitor or interpret case-law developments in order to assert their rights. Only a final judicial decision concerning the specific consumer, duly notified, may establish awareness sufficient to trigger the limitation period. The final assessment of whether the consumer could reasonably have been aware of the unfairness remains for the national court.
“Final Price”… but with Conditions: CJEU Clarifies When Extra Fees Stay Outside the Listed Price
In its judgment of 26 March 2026 (Case C-62/25), the Court of Justice of the European Union interpreted Article 2(a) of Directive 98/6/EC concerning the concept of ‘selling price’ in the context of online sales. The case arose from a dispute in Germany between a consumer protection association and an online retailer regarding whether flat-rate processing fees, charged only when the total order value falls below a certain threshold, must be included in the advertised price of a product. The Court held that such fees do not have to be included in the ‘selling price’. It clarified that the selling price must comprise all unavoidable and foreseeable components of the price that constitute the consideration for acquiring the product. However, flat-rate processing costs of this kind are not necessarily payable, since consumers may avoid them by increasing the total value of their order beyond the minimum threshold. As a result, they do not form part of the final price of a unit of the product within the meaning of the directive. The Court further emphasized that including such variable and conditional costs in the selling price could undermine price transparency and hinder consumers’ ability to compare offers effectively. By contrast, indicating those costs separately—provided they are clearly disclosed—better serves the objectives of Directive 98/6, namely ensuring precise, transparent, and unambiguous price information. The Court also noted that an average consumer is capable of combining the product price with any additional fees to determine the total amount payable. Accordingly, the Court concluded that EU law does not require flat-rate processing fees, which depend on the total order value and apply only below a minimum threshold, to be included in the selling price, as long as those fees are clearly indicated and do not become unavoidable in practice.
Heritage or Hype? CJEU Clarifies When Luxury Branding Becomes Misleading
In its judgment of 26 March 2026 (Case C-412/24), the Court of Justice of the European Union interpreted Article 3(1)(g) of Directive 2008/95/EC concerning deceptive trade marks. The case arose from a dispute between luxury leather goods companies regarding the validity of trade marks incorporating the number “1717”, which was perceived by consumers as indicating the historical origin of the brand and suggesting long-standing know-how. The referring court asked whether a trade mark may be considered deceptive where it conveys false information about the age and heritage of the undertaking, leading consumers to infer that the goods possess qualities such as prestige or superior craftsmanship. In particular, the question was whether such misleading indications, although relating formally to the undertaking rather than directly to the product, could nonetheless fall within the prohibition of deceptive marks. The Court held that a trade mark may be refused or declared invalid where it creates actual deception or a sufficiently serious risk of deception regarding the characteristics of the goods. It clarified that, while misleading information about the undertaking itself is not sufficient as such, it may fall within Article 3(1)(g) where it leads consumers to infer incorrect characteristics of the goods, such as quality or prestige. In the luxury sector, those intangible elements—linked to heritage, craftsmanship, and brand image—may constitute essential product characteristics. Accordingly, the Court found that the inclusion in a trade mark of a date perceived as indicating the historical establishment of a business may be deceptive where it falsely suggests long-standing know-how that enhances the perceived quality and prestige of the goods. This is particularly relevant where consumers attach significant importance to heritage in their purchasing decisions. The final assessment remains for the national court, which must determine how the mark is perceived by the relevant public and whether it conveys such misleading associations.
Defective Products Liability in the EU: CJEU Confirms Fault Claims, Clarifies Limitation Periods, and Upholds 10-Year Longstop
In its judgment of 26 March 2026 (Case C-338/24), the Court of Justice of the European Union interpreted Directive 85/374/EEC on liability for defective products, in a case concerning a claim for damages following vaccination and the impact of a progressive illness on limitation periods. The referring court asked, in particular, whether EU law allows parallel reliance on fault-based liability, how to determine the starting point of the three-year limitation period, and whether the directive’s 10-year longstop is compatible with the right to effective judicial protection under Article 47 of the Charter. The Court held, first, that Article 13 of the directive does not preclude injured persons from bringing claims under national fault-based liability systems, provided that those claims are based on a different legal basis than the strict liability regime established by the directive. It confirmed that conduct such as maintaining a product on the market despite knowledge of its risks, or failing to comply with duties of vigilance, may constitute independent fault capable of giving rise to liability. As regards limitation periods, the Court clarified that the three-year period under Article 10(1) begins when the claimant becomes aware, or should reasonably have become aware, of the damage, the defect, and the identity of the producer. It rejected the interpretation that this period only starts upon stabilization of the damage, holding instead that it is sufficient that the damage has become apparent and can be linked to the product, irrespective of its subsequent evolution. Finally, the Court upheld the validity of the 10-year longstop period laid down in Article 11, finding that it does not infringe the right of access to a court. It emphasized that the provision pursues legitimate objectives of legal certainty and balanced allocation of risk, and that injured persons retain a real opportunity to bring proceedings within the prescribed time limits, including in cases involving progressive harm.
