Stronger safeguards against manipulative digital practices, addictive design and privacy risks are needed as artificial intelligence and gaming technologies become increasingly integrated into everyday life, according to Member of the European Parliament Brando Benifei, who called for closer cooperation between regulators, businesses and consumers.
Speaking at SiGMA World Rome on Wednesday, 4 November, Benifei outlined the European Union’s approach to artificial intelligence, digital fairness and online safety, arguing that technological innovation must go hand in hand with effective measures to protect users.
During his address at Fiera Roma, the MEP stressed the importance of involving the technology industry in discussions about regulation, while ensuring that consumers, families and the wider public also have a say. He highlighted the challenge facing European policymakers as they seek to encourage innovation without overlooking the potential risks associated with increasingly sophisticated digital products.
Benifei welcomed the opportunity for policymakers, industry representatives and users to engage with the technologies on display, stressing the importance of continued dialogue as artificial intelligence and digital applications become part of everyday life. His remarks highlighted the value of cooperation between institutions and technology developers in addressing the challenges posed by emerging digital services.
Cooperation at the heart of European regulation
“We need to work together,” Benifei told delegates, emphasising that the challenges posed by artificial intelligence and digital gaming cannot be addressed by governments or technology companies acting alone.
He pointed to the European Union’s approach to AI regulation as an example of how cooperation between institutions, businesses and civil society can help shape the rules governing emerging technologies. Rather than applying the same restrictions to every system, the European framework distinguishes between applications that pose unacceptable risks and those that can operate under specific safeguards.
The EU Artificial Intelligence Act follows this risk-based approach, prohibiting certain harmful practices while establishing obligations for systems considered high-risk. The framework featured in the discussion of how European institutions are seeking to address the different risks associated with artificial intelligence while allowing technological development to continue.
Benifei placed particular emphasis on the need for dialogue between regulators and the companies developing these systems. His message was that regulation should address genuine risks without unnecessarily restricting technological progress, with businesses, consumers and public authorities contributing to discussions about the rules governing digital products.
Addictive design, privacy and digital fairness
Benifei also addressed the debate around digital fairness, focusing on manipulative interfaces, potentially addictive design features and the protection of personal information.
He raised concerns about digital products that may influence users’ behaviour through design choices that are not necessarily in their best interests. Privacy and the potential exploitation of online platforms by criminals were also among the issues discussed, reflecting the challenges facing regulators as digital services become more sophisticated.
“We want our games, our AI applications, our digital spaces to be safe,” he said, summing up his position on the responsibility of technology providers to protect the people using their products.
The MEP emphasised that protecting users should not mean limiting the positive experiences offered by technology. Digital entertainment, educational applications and AI-powered services can provide benefits, but those opportunities should not come at the expense of safety or individual rights.
He also made clear that concerns over addictive design and manipulation extend beyond video games. Similar practices can appear across different digital platforms, making online safety a wider issue for policymakers and technology companies.
Balancing innovation with user protection
Throughout his presentation, Benifei returned to the challenge of encouraging technological development while ensuring that appropriate protections are in place.
Rather than portraying artificial intelligence or digital entertainment as threats in themselves, he focused on how these technologies are developed, regulated and used. His remarks distinguished between the opportunities offered by innovation and the risks that may arise from particular applications or design practices.
The discussion also addressed the role of European institutions in establishing safeguards for digital services without undermining their potential benefits. Benifei’s intervention reflected the importance of involving those who develop and use these technologies in conversations about their regulation.
For technology companies, the discussion highlighted the value of contributing their experience and knowledge of digital products. For policymakers, it underscored the importance of maintaining contact with the industry and understanding the concerns of users and consumers.
Building trust in digital services was another important theme, with Benifei emphasising the need for safeguards that allow people to benefit from innovation without being exposed to unnecessary risks.
A European lawmaker with a personal interest in gaming
The discussion also took a more personal turn when Benifei spoke about his own interest in video games and the role they continue to play in his life.
Although his political responsibilities leave him with less time for gaming, the MEP explained that he still enjoys playing and following new releases. He described gaming as a way to relieve stress, keep the mind active, and explore experiences different from those of everyday life.
His comments offered an insight into his approach to digital regulation. While advocating stronger protections against potentially harmful practices, Benifei also acknowledged the enjoyment and opportunities that gaming and other digital technologies can provide.
That distinction ran throughout his presentation. The objective was to address specific risks without undermining the benefits of digital innovation or unnecessarily restricting people’s ability to use these technologies.
Benifei also welcomed the opportunity for policymakers to engage directly with developers and experience emerging technologies at events such as SiGMA World Rome, where representatives of the public and private sectors can exchange views on the challenges accompanying technological change.
His intervention ultimately centred on the need for cooperation, responsible innovation and stronger user protections as artificial intelligence and digital services continue to evolve.