The year 2025 ended with the publication of a new and significant piece of legislation (Spanish Law 10/2025 of 26 December), which will introduce important changes for businesses and consumers, particularly in the field of e-commerce.
The new law establishes a strict customer service regime. Companies will be required to provide personalised customer support (and not rely exclusively on chatbots or automated answering systems), comply with maximum waiting times (3 minutes), keep records of complaints, and use special telephone prefixes allowing consumers to identify spam calls.
Practices that have become common in certain sectors are expressly prohibited, such as additional handling or management fees applied to online purchases. The regulation of consumer reviews is also amended: the buying and selling of reviews is prohibited, and traders must verify that all published reviews come from consumers who have genuinely purchased or used the relevant good or service, and that such use or purchase took place within the previous 30 days. Reviews submitted after that period may not be published.
Another significant change concerns automatic renewals, which are typical in subscription-based services. From now on, businesses will be required to notify consumers at least 15 days in advance of the date on which an automatic renewal will take place, and to allow consumers to cancel the service if they so wish.
In the field of advertising, the Unfair Competition Act is amended so that it is now considered unfair competition to fail to inform consumers of the parameters used in any form of individualised or personalised advertising.
Although the law has already entered into force, further implementing regulations are expected. These may delay the practical application and full effectiveness of some of the measures introduced.
Link to new Law:
https://www.boe.es/buscar/act.php?id=BOE-A-2025-26698
Link to official press release: https://www.lamoncloa.gob.es/serviciosdeprensa/notasprensa/derechos-sociales-consumo-agenda-2030/paginas/2025/111225-ley-atencion-consumidores.aspx
Ignacio Temiño
Lawyer
