The Council of the EU has approved conclusions guiding the implementation of the 2030 Consumer Agenda, calling for stronger consumer protection, particularly online, greater promotion of sustainable consumption, improved cross border enforcement, and regulatory simplification. Emphasising that consumer protection and competitiveness are mutually reinforcing, the Council highlights the need to address digital challenges such as dark patterns and unsafe online products, especially to protect vulnerable consumers like minors, while ensuring effective application of existing EU consumer and digital rules. It also stresses combating greenwashing, supporting circular economy products such as second hand and refurbished goods, enhancing cooperation between the Commission and national authorities, exploring the use of AI for market surveillance, and reducing administrative burdens for SMEs without lowering consumer protection standards.