It is a good idea, but in practice getting them to return your money before you return the goods might involve a small claims court.
This directive actually has a lot less "teeth" than you'd think from reading this article. It is good that it exists, but aside from class action style lawsuits, few companies will get hit by individual customers seeking refunds+goods.
That was my guess as to where enforcement takes place. But this is already a great way to "reeducate" terrible retailers since there are often expensive chargeback fees even if the vendor wins the dispute ($15-25 in the US)
Chargebacks are a significant risk as merchants, because if you start to rack up too many of them then it won't just be the individual chargeback fees for each of those transactions that you have to worry about. As I understand it, you can also wind up paying higher processing costs generally, or even being kicked by your payment services and/or not accepted by other services in the future if your track record gets bad enough.
Then again, even my tiny little start-up manages to advertise an honest recurring subscription fee, tax-inclusive, with no other charges added on top later. In our entire time trading, I think we've had exactly one person complain that they didn't realise it was a monthly fee when they signed up. I'm not sure how they managed to miss it -- we tell them right next to the price, in full size text, throughout the sign-up process. But even so, we just refunded their second payment and cancelled their ongoing subscription to avoid the argument, and that was the end of the matter. We never got as far as any sort of formal dispute/chargeback process via the customer's card company.
So I guess I don't have much sympathy if the kinds of big businesses mentioned in this article can't figure it out and wind up suffering for it under these new laws. These "dark patterns" are obviously deceptive and obviously unfair to consumers, and I'm glad the big businesses are going to have to play by the same rules as the rest of us in the future.
This directive actually has a lot less "teeth" than you'd think from reading this article. It is good that it exists, but aside from class action style lawsuits, few companies will get hit by individual customers seeking refunds+goods.