Regulation (EU) 2018/302 aims to prevent unjustified geo-blocking and other forms of discrimination based on customers' nationality, place of residence, or place of establishment within the internal market. Entered into force on 3 December 2018, this regulation strengthens consumer rights and promotes cross-border e-commerce by ensuring non-discriminatory access to goods and services.

The regulation defines three key situations where differential treatment is prohibited:

• Sale of goods without physical delivery – customers may purchase goods from traders in other Member States and arrange for collection or their own delivery.
• Provision of electronically supplied services – such as cloud services or website hosting, must be equally accessible to all EU consumers.
• Provision of services in a specific physical location – for example, tourism or entertainment services must offer the same access and terms, regardless of the customer's origin.

It also prohibits discrimination in payment conditions and terms based on nationality or residence when the trader accepts the method of payment.

However, the regulation recognises justified grounds for differentiated treatment, including legal obligations such as VAT registration, compliance with consumer law, or objectively higher delivery costs.

By eliminating unjustified barriers to online trade, the Geo-Blocking Regulation contributes to a fairer and more integrated digital single market, improving choice and competitiveness for both consumers and businesses.

In February 2025 the Commission launched an evaluation of the Geo-Blocking Regulation.