ACM calls on online retailers to prepare for the withdrawal button

The Netherlands Authority for Consumers and Markets (ACM) points out to Dutch online retailers that, starting June 19, 2026, they must offer a clear and accessible annulment functionality in their online environments, such as online stores and apps. This is also called an annulment button or withdrawal button. With this ‘button’, customers are able to easily annul their online purchase of a product or service within the statutory cooling-off period of fourteen days. This obligation follows from European rules, and has also been laid down in the Dutch Civil Code.

Martijn Ridderbos, Member of the Board of ACM, explains: “Consumers are entitled to a cooling-off period. That right must also be easy to exercise. An online purchase is often made at the touch of a button. With the mandatory withdrawal button, it will soon be just as easy for consumers to annul that purchase as it is to make it. We expect that online retailers adjust their websites on time, and comply with the rules.”

What requirements must the button meet?

Businesses can decide on the design of the withdrawal button themselves, provided that it is clear and that consumers are able to easily find it in the online environment. For example, the functionality must immediately make it clear what its purpose is, such as ‘annul my purchase’. The functionality must remain available throughout the entire cooling-off period, and it must enable consumers to annul their contracts digitally without any unnecessary barriers. Consumers only have to enter the details that are necessary to process the withdrawal. Logging in can be offered as an option, but creating an account cannot be mandatory. Also, consumers must immediately receive a confirmation of the annulment.

ACM calls on online retailers to check on time whether their websites and order processes comply with the new obligations. They must inform consumers at the time of purchase about the existence of the right of withdrawal as well as about how to exercise it, including the annulment functionality. Retailers that fail to comply with these requirements risk having the statutory cooling-off period for consumers automatically extended to one year. In addition, ACM can impose fines. More information about the annulment functionality and the requirements it must meet can be found on ACM’s website: Cooling-off period (in Dutch).

Consequences for consumers

For consumers, little will change to the right of withdrawal itself on a substantive level. They can still indicate that they wish to cancel their purchase within the statutory cooling-off period of fourteen days. The new rules mainly ensure that they are able to do this more easily online. It must be noted that the online withdrawal button can only be used for products and services that were also purchased online, not for purchases made in a brick-and-mortar store. Consumers that see that certain online stores or other online providers fail to comply with the rules can report this to ACM. This helps ACM be able to take action effectively.

An honest and safe digital economy

ACM contributes to a safe, accessible, and honest digital economy. Businesses must ensure that their online sales environments are designed honestly. A clearly visible and accessible withdrawal button helps consumers be able to easily exercise their right to withdrawal, and not be confronted with unnecessary barriers, complicated procedures, or misleading designs.