A campaign to eradicate national borders in internet retailing so that customers can access cheaper deals offered by the same companies in different countries is to be launched by the EU’s consumer protection commissioner.

Meglena Kuneva will today say that she is aiming to end situations in which customers trying to buy, for example, airline tickets are redirected to the home pages of their own country’s sites, thus preventing them from accessing offers for the same route made to someone living elsewhere within the EU.

“In the world we live in, we are not obliged to shop in the supermarkets and stores of our postal code,” Ms Kuneva, is expected to say during a visit to London today. “Yet we cannot buy computers, train tickets or PlayStations freely across the EU.”

Ms Kuneva is not expected to name specific companies, but it was reported last night that her campaign will be aimed at online retailers, such as Amazon, electronics manufacturers, such as Nintendo, and travel services, such as Eurostar, after complaints to her department about practices.

Ms Kuneva will promise to tackle online retailers that impose geographical restrictions as she unveils plans for separate legislation on consumer rights.

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