Consumer rights protection in online automatic renewal subscriptions

Purpose This paper aims to analyze the legal and enforcement framework governing online automatic renewal subscriptions in China, identify gaps in consumer protection and propose reforms to enhance fairness, transparency and accountability in these practices. Design/methodology/approach This study uses a doctrinal legal research methodology, supplemented by case analysis of media-reported incidents and judicial decisions. This study integrates insights from consumer protection theory and behavioral economics to evaluate the effectiveness of existing regulations and enforcement mechanisms. Findings The analysis reveals systemic weaknesses in China’s current framework, including ambiguous legal standards, insufficient regulatory oversight, inconsistent judicial rulings and practical barriers for consumers seeking redress. Media and case studies demonstrate widespread issues such as obscured contract terms, default consent mechanisms and restrictive cancellation processes. Research limitations/implications It is important to acknowledge that a limitation of this approach is the potential for selection bias in media reporting, as well as the lack of systematic empirical data on unreported cases, which may affect the generalizability of the findings from the media analysis. Practical implications This paper recommends actionable reforms, such as clarifying legal definitions of informed consent, strengthening regulatory supervision, improving judicial consistency and launching consumer education initiatives to empower users in navigating automatic renewal subscriptions. Originality/value This study contributes a timely critique of automatic renewal practices in China’s digital economy, combining legal analysis with real-world case studies to propose targeted, theory-informed solutions. This study bridges gaps between legal doctrine, enforcement challenges and consumer behavior, offering a comprehensive roadmap for policymakers and industry stakeholders.