If your business runs a website, app or marketplace where people can buy, sell, or connect, you may legally be classed as an online platform. This comes with specific rules—especially if you allow other traders to sell through your site or app.
Below is a simple breakdown of the laws that apply to platforms in the UK and EU, and what your business needs to do to stay compliant.
What counts as an online platform?
An “online platform” is any website or app that allows people to:
- Search for goods or services
- Sell, advertise, or buy from others
- Read or post reviews
- Connect with service providers
Examples include online marketplaces, booking platforms, apps with user-generated content, and even some social media tools.
You must tell customers who they are buying from
If your platform connects buyers to third-party sellers, you must clearly show who that seller is.
This is important because:
- If the seller is a business, the buyer has full consumer protection rights, especially around refunds and returns
- If the seller is a private individual, the buyer has far fewer rights
Best practice: Ask sellers to declare if they are a business or not and display this clearly to the buyer.
You must help sellers comply with the law
Even though you’re not the seller, you’re expected to make sure sellers on your platform:
- Provide their name and contact details
- Clearly show pricing, delivery charges and cancellation rights
- Don’t mislead customers or make false claims
This can be done through mandatory fields, editable templates or seller onboarding processes. We can help with that.
You could be seen as the seller if you’re not careful
If your platform looks like it’s selling directly (e.g. no seller is named, you process payments, or you control how products are listed), the law may treat you as the seller.
This could make you legally responsible for returns, refunds, and any legal breaches.
Update your platform’s legal documents
If your site operates as a platform, you should have bespoke legal documents in place. This includes:
- Platform Terms & Conditions (separated into consumer and business buyers)
- Seller onboarding agreements
- Privacy and data protection policies
- A clear complaints or takedown procedure
All documents should reflect the latest UK and EU laws, including the Digital Markets, Competition and Consumers Act 2024, Consumer Rights Act 2015, and the Online Safety Act 2023.
Other legal duties to be aware of:
- Consumer protection rules – including unfair trading and misleading pricing
- Online Safety laws – if your site is accessible to children, you must carry out risk assessments
- Review monitoring – fake reviews or failing to check reviews could now lead to penalties
- Due diligence – some platforms must verify the identity and legal status of their sellers
Final word: Avoid costly mistakes
The legal landscape for online platforms is evolving fast. If your platform isn’t compliant, you risk complaints, fines or reputational damage.
At Champion Law, we help small businesses draft and review legal documents for platforms, marketplaces, and digital services.
📞 Get in touch today if you need help updating your terms or understanding your legal obligations.
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