Google has announced a series of product changes in preparation for complying with the European Union’s Digital Markets Act (DMA) before the deadline on Thursday.
The DMA applies to Alphabet, Google’s parent company, which is classified as one of six “gatekeepers” under the competition reform regulation. This pan-EU law aims to increase competitiveness and fairness in digital markets by establishing rules for “core platform services.” Violations of the DMA could result in penalties of up to 10% of global annual turnover for companies.
Google’s upcoming adjustments, revealed before the March 7 compliance deadline, include new browser and search choice screens for users of Android devices during setup. These screens will also be introduced to Chrome users on desktop and iOS devices in the near future. The choice screens will be visible by March 6, according to Google.
The design of these choice screens was developed based on user feedback, industry input, and user research. Google has provided criteria for browser eligibility and search engine eligibility for these screens.
In addition, Google has stopped linking personal data across user accounts by default for certain products to comply with the DMA’s prohibition on using data for advertising without consent. Users in the European Economic Area (EEA) can now choose whether to share data across Google services through their account settings.
Despite these changes, Google may prompt users with consent banners to re-enable data sharing, potentially violating the DMA’s restrictions on manipulating user consent. Google, as the main gatekeeper under the DMA, is making changes across various services to comply with the regulation.
The company is also updating its advertising products to align with the EU end-user consent policy. Data for ads will now require explicit consent from users, with more transparency provided to advertisers and publishers in the EEA to protect user privacy and commercial information.
Google’s upcoming program for Android developers will allow them to direct users to external promotions from their apps in the EEA, which was previously restricted. This change aims to increase profitability for developers by avoiding Google’s commission fees.
To meet the DMA requirements, Google will launch a Data Portability API for developers in the EEA. This move aligns with the regulation’s objective of promoting competition by enabling users to switch services easily and allowing businesses to access data for better user targeting.
As the enforcement of the DMA approaches on March 7, Google faces significant compliance challenges, including reworking regional search results and addressing accusations of self-preferencing from comparison sites. The European Commission will oversee the enforcement of the DMA, monitor compliance reports, and organize workshops for stakeholder feedback.
The Commission’s role in enforcing the DMA is crucial, and it holds the power to investigate non-compliance, implement interim measures, and ensure the regulation’s successful enforcement to enhance digital market competitiveness in the EU.
