In recent years, there has been a growing concern for data privacy and personalized advertising in the European Union. With the rise of big data and the increasing influence of tech giants, EU regulators have taken steps to protect user data and ensure fair and open digital markets. Google is now making moves to ensure that it complies with the EU’s Digital Market Act (DMA). Google recently released a new support document introducing a measure it has taken in response to the EU’s Digital Market Act that took effect on March 6. EU users will be able to cancel Google Apps Association between specific services.
In simple terms, EU users can decide not to link Google’s services together. If the Google app association or linkage is active, the user’s data and activities will be shared across all Google products. For example, the videos a user watches on YouTube may affect the content displayed in their Google App homepage feed. When all data is integrated, a more powerful advertising portfolio can be built. This way, the user can receive “more personalized” ads. However, not everybody likes this and users should have the right to make their choice.
Before now, the option to decide whether or not to allow Google app association was not available. However, Google is now making changes. Through this measure, users in the EU will be able to choose which data to share on Google services.
Google services whose association can be cancelled
Thanks to the Digital Markets Act, EU users will be able to cancel the association of 7 Google services in the next few weeks.
- Search
- Youtube
- Advertising Services
- Play store
- Chrome browser
- Google Shopping
- Google Map
The document also clarifies that cancelling the association service will not cancel the user’s Google account for any service. Even if the user cancels the “internal” association with the above-mentioned Google services, the data can still be shared with third-party platforms. According to Android Central, the wording used in this document is very obvious and still encourages users to maintain the connection between services. Google said
Linked Google services work together to help personalize your content and ads, and “some functionality will disappear” when you unlink the service. If Search, YouTube, and Chrome are not connected, the What to watch and Discover pages will become less personalized. If the user’s previous bookings (air tickets, hotels) through Google searches are not associated with Google Maps, (these results) will not be displayed in Google Maps.
This is not the biggest concession Google has made to comply with the Digital Markets Act. Google is also required to stop “preferring” its services in search results rankings – giving priority to the content of its products. However, this move by Google is a decent step. It also shows that the company has the intention of obeying the DMA.
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The Digital Markets Act (DMA)
The Digital Markets Act (DMA) is a legislation that aims to ensure fair and open digital markets by establishing rules for gatekeeper tech giants, which are companies that provide essential services between businesses and consumers. These companies, such as Amazon, Google, and others, are considered gatekeepers due to their significant market power and influence on various sectors.
The DMA imposes several obligations on gatekeepers, including:
- Allowing third parties to interoperate with their services.
- Providing companies with advertising tools and information necessary for their business users.
- Ensuring compatibility with competitors’ products.
One of the key aspects of the DMA is the regulation of data transfers and personalized advertising. The legislation requires that user data be compiled from different sources only with explicit user consent. This means that companies must obtain permission from users before collecting and using their data for personalized advertising purposes.
Challenges and Opportunities
While the DMA represents a significant step forward in data protection and fair digital markets, there are still challenges and opportunities that need to be addressed:
Challenges
1. Lack of a federal privacy law in the US: The absence of a comprehensive privacy law in the United States makes it difficult for US-based companies, such as Google, to comply with the EU’s data protection standards. This could lead to legal uncertainty and potential conflicts between EU and US data protection regulations.
2. Enforcement challenges: Enforcing the DMA and ensuring compliance with its rules may be difficult, especially when dealing with large tech companies that have extensive resources and complex international operations. The EU will need to invest in robust enforcement mechanisms. It will also need to ensure that the legislation is effectively implemented.
Opportunities
1. Increased transparency: The DMA requires gatekeepers to provide clear and transparent information about their data processing practices and user consent. This increased transparency can help users better understand how their data is being used and shared, leading to more informed decisions about their online activities.
2. Fairer digital markets: By ensuring that gatekeepers adhere to the DMA’s rules, the legislation aims to create fairer digital markets, allowing new players to enter the market and develop innovative services. This can also lead to increased competition and a more diverse range of products and services for consumers.
Conclusion
Google is now making good moves to ensure that it complies with the Digital Markets Act. The company will now allow users to cancel the linkage of Google’s services. This means that when the user does something on one app, the data will not be shared across other services. The European Union’s Digital Markets Act represents a significant step towards protecting user data and ensuring fair and open digital markets. By regulating data transfers and personalized advertising, the DMA aims to create a more transparent and equitable digital landscape. However, challenges such as legal uncertainty and enforcement challenges must be addressed to ensure the legislation’s success.
