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AFM ·

AFM sets online-interface expectations as revised DMFSD enters into force

Digital product and UX teams at Dutch financial-services providers must review online choice environments against AFM's expectation that interfaces not unduly steer consumers under the DMFSD

Governance Financial Services
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On 19 June 2026 the revised Distance Marketing of Financial Services Directive (DMFSD) entered into force, covering precontractual information, a consumer right of withdrawal, and online-interface provisions; the Dutch Authority for the Financial Markets (AFM) set out its expectation that providers' online choice environments not be designed to unduly steer consumers.
Why it matters
The DMFSD's online-interface provisions apply from 19 June 2026 alongside precontractual-information and withdrawal-right rules. AFM stated it expects providers to deliver fair, careful online interaction and to critically assess whether their choice environment is unduly steering. AFM identified the online-interface norms as complex and asked the market to give them extra attention, including identifying and adjusting influential steering techniques that are not in the consumer's interest.
Implications
  • — Digital product and UX teams at financial-services providers concluding contracts online in the Netherlands must critically assess their online choice environment against AFM's stated expectation that interfaces not be unduly steering ('onnodig sturend') — AFM has flagged the online-interface norms for extra supervisory attention.
  • — Compliance teams at financial-services providers must check precontractual-information and withdrawal-right flows against the DMFSD provisions in force from 19 June 2026 and identify influential steering techniques for adjustment where they are not in the consumer's interest.
Who is affected
  • — Digital product and UX teams at financial-services providers selling online in the Netherlands
  • — Compliance teams at financial-services providers
What to watch
  • — Effective: 19 June 2026 — DMFSD precontractual-information, withdrawal-right and online-interface provisions apply.
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