The Union model for the digital decade involves the digital transformation of the Union economy and society that should encompass digital sovereignty based on respect for rights, the rule of law and democracy, inclusion, accessibility, equality, sustainability, resilience, etc. Such a desideratum requires, on the one hand, the adoption of a policy program with an effective governance structure and, on the other hand, the extension of the Union’s policy toolkit in the industrial, commercial and competition, skills and education, research and innovation areas, and long-term funding instruments to facilitate digital transformation. In this respect, the present study identifies issues such as: highlights of the Digital strategy in the EU area, approached from the perspective of respecting the Union values and fundamental rights, identifying mechanisms to protect the Union citizen as a consumer, but also the legislative and jurisprudential valences regarding the “information asymmetry” generated by the vulnerability of the consumer in the digitized space. In this context, the author also focuses a lot on the “ethical imperatives” which are in fact AI ethical principles that have their origins in the fundamental rights applicable to a digital society at the center of which the EU citizen is in their capacity as a consumer.