Whether they’re delivered in parcels or in data packets, goods and services should be available to all European Union citizens wherever they live.

That, in a nutshell, is the purpose of a long-promised host of new legislative proposals unveiled by the European Commission on Wednesday as part of its plan to make the EU a “digital single market.”

Among the proposals is a ban on unjustified geo-blocking, or using a citizen’s location as an excuse not to deliver digital services or sell them physical goods.

But forcing companies to deliver without discrimination “is like putting a sticking plaster on a broken leg,” according to John Higgins, director general of industry lobby group Digital Europe.

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EU prepares to end geoblocking in online sales of goods and services