EU parliament votes for stricter rules on ad tracking

On Tuesday, a key EU parliamentary committee resolved to approve measures for a draft Digital Markets Act (DMA) that could affect major advertising companies such as Facebook and Google.

The Internal Markets and Consumer Protection Commission (IMCO) states that DMA proposals are targeted and micro-targeted by “gatekeepers” using personal data, unless there is “clear, explicit, updated, informed consent”. He said he would ban the delivery of ads. In addition, personal information of minors cannot be processed for commercial purposes.

Members accepted the proposal with 42 votes in favor, 2 votes against, and 1 abstention.

IMCO has “gatekeepers” with major providers of “core platform services” such as online brokerage, online advertising, search engines, social networks, operating systems, cloud computing and video sharing in at least three EU countries. It is defined.

Target tech giants

A company requires at least 45 million end users and 10,000 or more business users per month to be considered a gatekeeper, but the EU Commission can designate other companies as gatekeepers on a case-by-case basis.

Companies identified as gatekeepers today include Amazon, Google, Facebook, and Apple. The travel website and the online marketplaces Zalando and Alibaba can also meet the criteria.

The European Commission has released two legislation last year as part of a major attempt to review digital space and regulate major technology companies.

The Digital Services Act (DSA) and Digital Markets Act (DMA) apply to all digital services, including online marketplaces, social media, and other online platforms operating in the EU.

The European Commission states that the main purpose of introducing the rules is “to better protect consumers and their fundamental rights online”. It is intended that regulation will create a fair competition and lead to a “fairer and more open” digital market in the region.

Go farther

IMCO states that while DMA will blacklist certain Big Tech platform practices, it will allow the European Commission to conduct market research and ban non-compliant actions.

In accordance with the bill, companies with “Gatekeeper” status may combine personal data for the purpose of serving targeted or micro-targeted advertising for their own commercial purposes and for the placement of third-party advertising on their own services. I have to refrain from it. “Unless given” clear, explicit, updated, informed consent “in line with the General Data Protection Regulation.

Violations of the rules will result in a fine of 4% to 20% of the company’s global sales.

“Great news. Today’s @EP_SingleMarket vote takes us one step closer to adopting DMA,” tweeted Margrethe Vestager, head of EU antitrust law.

“We are one step closer to a free, fair and competitive technology market where every player has a chance to succeed.”

The new EU technical regulations will come into effect next year. Following the IMCO vote, we will need to vote for the plenary session in the European Parliament next month. Then head to the Council of the European Union for negotiations with member states.

EU parliament votes for stricter rules on ad tracking

Source link EU parliament votes for stricter rules on ad tracking

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