Google announced several upcoming changes aimed at ensuring compliance with the European Union’s Digital Markets Act (DMA), which comes into effect this week.
Why we care. The new rules coming into effect may affect businesses, particularly with adjustments to Google’s SERPs that may result in reduced traffic for direct suppliers such as hotels and restaurants. However, Google has assured that it has collaborated with the European Commission to achieve a balance during the implementation of compliance measures.
Changes to search results: Google has recently made more than 20 changes to its products. Dedicated drives and chips are added to help users find comparison sites for things like flights, hotels and shopping. As part of these updates, certain features, such as the Google Flights drive, have been removed from the search results page, affecting the way consumers find businesses.
Choice screens. Google plans to introduce more selection screens based on user research, testing and industry feedback. You’ll see the extra screens when you set up an Android phone, and they’ll soon be coming to Chrome for desktop and iOS devices, too.
Additional consents to link Google services: Google now gives EEA users the option to decide whether they want their data to be shared between various Google services using the link. Users may also see new consent banners asking them to choose whether to link their Google services.
In addition, Google is improving its advertising products and tools to help advertisers clearly communicate and obtain consent for the data they collect, in line with its end-user consent policy set out in the EU .
Program of external offers. Starting March 6, Google Play will make it easier for app developers to guide EEA users to external websites directly from their apps. This allows developers to more conveniently promote offers and share information outside of the app, following the new Digital Markets Act (DMA) guidelines.
Data and Analysis: Google, in compliance with the WFD, now provides EEA advertisers and publishers with additional campaign data beyond the pricing information already provided. This additional information will be shared in a manner that prioritizes user privacy and protects the customer’s commercially sensitive information.
Data Portability: Google is introducing the Data Portability API for EEA developers this week to meet new requirements for transferring data to third-party apps or services. After undergoing beta testing, this API aims to facilitate the seamless movement of user data in accordance with the latest regulations.
concerns. Google said it has considered transparency compliance and significant product changes, even in cases where it was concerned that some rules could reduce the options available to people and businesses in Europe. However, the tech giant explained that consistent interpretation and application of these new rules across all designated companies will be critical to ensuring a level playing field for European businesses and consumers in the future.
Moving forward. Beyond the March deadline, beyond the March deadline, Google plans to continue working with the European Commission to ensure that it continues to offer products and services that are “useful, safe and compatible with the people and businesses of “Europe”.
What Google says. Oliver Bethell, Google’s director of competition, said in a statement:
“Some of the new rules involve difficult trade-offs that will affect the people and businesses that use our products. For example, changes to our search results may send more traffic to large intermediaries and aggregators, and less traffic to direct providers like hotels , airlines, retailers and restaurants.” “For consumers, some of the features we’ve developed to help people get things done quickly and safely online, such as providing recommendations about different products, will no longer work the same way.” “We have sought to balance several important issues and engage with relevant stakeholders about these trade-offs as we implement our compliance measures.
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deep dive Read Google’s announcement in full for more information.
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