Isn't this the standard EU way? First, they publish a statement, declaring what they want to see. 'Deal with addictive design', in this case. We've had 'Deal with the zillion different connectors on cell phones' in the past. It is now up to the industry to do this, in whatever way they see fit. If this happens, no law will be written. However, if the industry doesn't deal with it adequately, Laws will Follow, and the industry will not like them.

European companies know this pattern, and tend to get the hint. US companies tend to try and maximize what they can get while claiming there is no law against it, then go very pikachu-faced when the consequences hit them.