Online shoppers across Europe should benefit from fairer pricing following the passing of EU laws aimed at end unfair pricing.

Today sees the a new regulation aimed at removing unjustified geo-blocking across the continent, meaning that consumers will no longer be blocked or redirected away from a website due to their location.

Despite online sales across Europe increasing 22 percent per year, many online retailers still impose restrictions on cross-border orders or payments.

Research by the EU found that nearly two-thirds of sites in Europe did not allow purchases from another EU country, or blocked shipments to foreign customers.

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The new regulations also outline a non-discrimination rule in payments, meaning that although businesses remain free to offer whatever payment means they want, they will no longer be able to discriminate against customers based on their choice of payment.

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