Selling to EU customers? What you should know about the new opt-in link requirement

This post is for general informational purposes only and does not constitute legal advice. A qualified attorney will provide you with guidance specific to your business.

EU Directive 2023/2673 requires all B2C e-commerce sites selling to EU consumers to add a clearly visible “Opt Out” link to their pages by June 19, 2026. If you run WooCommerce, you probably have most of what you need. Here is a summary of some of the requirements and steps you can take.

What is changing

Consumers in the EU have long had a 14-day “right of withdrawal” under Directive 2011/83. It changes how customers can redeem it. Starting June 19, 2026, your website may need a prominently displayed opt-out feature that is continuously available for a 14-day period.

Any business that allows EU customers to sign up for something online must also allow them to cancel online through the same website or app, using a clearly marked button or link. This is the EU’s way of making sure companies can’t make it easy to buy something online but difficult to get out of it.

This means you may want to add a prominent and easily accessible ‘opt out here’ feature and a confirmation step so that your customers can cancel within 14 days and receive a confirmation email. See Directive 2023/2673 for more details on what is required.

If you want to have an “Opt-out” process on your website, follow the steps below to allow the customer to create and confirm an opt-out request and send a confirmation email in response to the request, plus integrate a refund processing workflow.

1. Add an “Opt Out” link to your site.

Place it in a visible and easily accessible place. Your site’s footer or main navigation are practical options. A text link may suffice rather than a stylized button. The directive requires specific marking such as “opt out here” or something similar.

2. Create a withdrawal request form

The link should go to a page where your customer can provide or confirm the following:

1. Name
2. Order or contract reference number
3. E-mail address

There are a number of contact form plugins that can work – there is no requirement for a custom solution.

3. Set up a confirmation email

When a customer submits a withdrawal request, you must send them a confirmation email. You can set this up through the email notifications of your form plugin or your customer service platform.

4. Process requests through your existing workflow

You can process withdrawal requests in the same way you process other cancellations and refunds. Integrated WooCommerce order management, refund workflows and order notes already support this. Using an external customer service tool also works.

The exact requirements may differ in individual EU member states. We recommend consulting with a legal professional familiar with the regulations in the countries where you do business.