Consumer protection law in the EU/UK has got this covered for those citizens. To the best of my knowledge EU consumer protection laws only state that you must

Consumer protection law in the EU/UK has got this covered for those citizens. To the best of my knowledge EU consumer protection laws only state that you must be allowed to return the product for a full refund of the product (not shipping). It says nothing about who should pay for return shipping, that is up to the company. On a practical level, many companies do offer free returns, as most people would avoid companies that don't if given a choice.