Google Announces Product Tweaks Ahead of EU’s Digital Markets Act (DMA) Deadline
Google has announced another set of product changes in anticipation of the Thursday deadline for complying with the European Union's Digital Markets Act (DMA).
Google is making privacy changes and offering choice screens and data API ahead of the DMA compliance day.
Google is racing against the clock to comply with the European Union’s Digital Markets Act (DMA) before Thursday’s deadline. As one of the six designated “gatekeepers” under the ex ante competition reform, Google, along with its parent company Alphabet, is subject to the DMA. The regulation aims to promote fairness and contestability in digital markets, implementing strict rules and hefty penalties for violations.
In preparation for the deadline, Google has unveiled a series of changes to its products. These include additional browser and search choice screens for users of Android phones, which will soon extend to Chrome for desktop and iOS devices. The design of these screens is based on user research, industry feedback, and testing. By leveraging user preferences, Google aims to provide a fair and personalized browsing experience while complying with the DMA.
To adhere to the DMA’s ban on using personal data for advertising without consent, Google has ceased default-linking personal data across user accounts. Users in the European Economic Area (EEA) now have the option to choose whether they want to share data across Google services. While this move aligns with privacy concerns, Google seems to be cautiously nudging users to re-enable tracking through new consent banners, raising questions about compliance with the DMA’s dark pattern designs prohibition.
As the DMA gatekeeper with the most regulated platforms, Google has introduced numerous changes across its products, including Google Maps, Google Play, Google Shopping, Google Ads, Chrome, Android, Google Search, and YouTube. One notable change is the launch of a program allowing Android developers to lead users outside the app in the EEA, enabling them to promote offers and potentially bypass Google’s commission fees.
Complying with the DMA’s data portability requirements, Google has also announced the impending release of a Data Portability API for developers in the EEA. The objective is to foster competition by providing users the ability to switch services easily and businesses access to valuable user data.
While Google claims to be on track for compliance, it must ensure transparency and avoid repeating previous non-compliant practices. Notably, Google had faced a GDPR complaint against its adtech services. The Irish Data Protection Commission continues to examine the complaint, highlighting the importance of complying with GDPR alongside the DMA.
It remains to be seen how Google’s changes will impact users and advertisers. The DMA mandates Google to provide additional data to its advertiser customers while protecting user privacy and confidential information. Moreover, by offering alternative app stores and allowing sideloading on Android, Google believes it fulfills some of the DMA’s requirements. However, concerns persist about potential violations of the ban on self-preferencing with the rollout of rich content features in regional search results.
The enforcement era of the DMA commences on March 7th, with compliance reports becoming public and the European Commission organizing workshops for stakeholders. As the sole enforcer of the DMA, the Commission is under immense pressure to ensure strong enforcement to deliver on this flagship digital reform.
Q&A
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Q: How will Google’s changes affect users’ online experience?
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A: Google’s changes aim to provide more choices and customization for users. By offering browser and search choice screens, users can select their preferred options when setting up devices. However, there might be concerns about how these changes impact privacy and encourage consent for tracking.
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Q: What are the potential implications of Google’s compliance with the DMA?
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A: Google’s compliance with the DMA could lead to a fairer and more competitive digital landscape in the EU. It opens doors for alternative app stores and allows developers to promote offers outside of Google’s ecosystem, potentially reducing their reliance on Google’s app store and increasing their profitability.
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Q: How will the DMA’s data portability requirements benefit users and businesses?
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A: The DMA’s data portability requirements enable users to easily switch between services and take their data with them. This promotes competition and empowers users to choose the services that best suit their needs. For businesses, access to data from different platforms can enhance their ability to cater to users and offer personalized experiences.
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Q: What challenges do Google and other gatekeepers face in complying with the DMA?
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A: Google and other gatekeepers need to navigate complex requirements, such as avoiding self-preferencing and complying with GDPR alongside the DMA. They must also ensure transparency and prevent any attempts to manipulate users’ consent through dark patterns.
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Q: How will the enforcement of the DMA be carried out?
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A: The European Commission is responsible for enforcing the DMA. It can initiate investigations into suspected non-compliance by gatekeepers and has the power to deploy interim measures. Stakeholders, including the public, will have the opportunity to provide feedback, ensuring a collective effort in shaping the regulatory landscape.
For more information on Google’s compliance with the DMA and the future of digital markets in the EU, check out the following links:
- Google’s search tweaks draw fire as EU self-preferencing ban looms
- TikTok launches data portability API ahead of Europe’s DMA regulatory deadline
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Note: This article has been updated based on the latest information provided by Google regarding its fees for external app offers within the Play Store.
