Buy online. Return online.
That is precisely what the new regulation on the cancellation button—which takes effect on June 19, 2026—requires. The goal is to make it just as easy for consumers to cancel a contract concluded online as it is to enter into it.
For operators of gift card, ticket, and online stores, this raises questions such as: What needs to be implemented, which online products are affected, and how does incert provide support for the technical implementation?
In this post, you’ll learn what matters most right now.
What is the “Cancel” button for?
The idea is simple: It should be easy to cancel contracts entered into online via the internet. In brief, Directive (EU) 2023/2673 provides as follows:
- A clearly labeled online feature (“Cancel Contract” or a similar label)
- Easy to find
- Availability throughout the entire cancellation period
- A structured input form
- Automatic Confirmation of Receipt
The legally mandated 14-day cancellation period remains in effect. What’s new is the digital requirement for simple online processing.
You can find more clear and easy-to-understand information on the legal background on the Austrian Chamber of Commerce website and at the Consumer Advice Center:
What does the “Cancel” button mean for gift card stores and online stores?
Gift cards are often purchased online these days. As a result, not only gift card stores but also ticket and product stores are generally subject to the new requirements, provided that a right of withdrawal applies and they are located in the EU.
Many providers are familiar with these typical situations:
- A gift certificate was accidentally ordered twice.
- The gift isn’t really needed, is it?
- The wrong power setting was selected.
- The order was completed too early.
In such cases, a digital option for revocation must now be provided.
Here’s how incert implements the cancellation button in the online store
To make it as easy as possible for incert customers to meet these requirements, we have already integrated a standardized solution into your incert store.
You can find it in the backend under:
Content > Legal Information or in the legacy menu under Content Elements
This appears in the “More About” menu in the footer —where content such as the legal notice, privacy policy, terms and conditions, and return policy are typically located.
What happens automatically after I submit the cancellation form?
After submission, the email address you provided will be cross-checked against the corresponding order.
Two emails are then sent automatically:
- an email to the store owner
- an email to the customer as confirmation
This ensures that the receipt of the cancellation is documented and traceable for both parties.
What doesn’t happen automatically?
Important: The cancellation form does not serve as a legal review.
The following are also not done automatically:
- Cancellations
- Refunds
- Deadline Checks
- legal assessments
As before, the responsibility for further processing and deciding on the reversal of the transaction remains with the respective store operator.
What You Should Do Now
Even if the technical solution is already in place, it’s worth taking a quick look to see if it’s sufficiently visible in your store’s custom design:
- Is the cancellation form clearly accessible?
- Are the cancellation policy and legal notices up to date?
- Is there a clear internal process for handling revocations?
- Do the relevant employees know how to handle incoming cancellations?
- Have exceptions—such as time-sensitive gift certificates and tickets—been reviewed from a legal perspective?
Any questions? Our service team will be happy to help you!
Conclusion
The cancellation button represents a logical next step in the evolution of digital consumer protection.
For online store operators in Austria and Germany, this means one thing above all else: The right to cancel must be visible, easily accessible, and technically well-implemented.
With the integrated solution in incert shop systems, we provide the technical foundation for this.
This keeps the focus where it belongs: on special experiences, happy guests, and gift certificates that, ideally, won’t be canceled in the first place.
