Google is adjusting its products to comply with the European Union's Digital Markets Act (DMA) by the March 7 deadline. The DMA, applicable to Alphabet, Google's parent company, seeks to foster fairness and competition in digital markets. Violating the rules could lead to penalties up to 10% of global annual turnover.
To adhere to DMA guidelines, Google is introducing new browser and search choice screens for Android phones and Chrome on desktop and iOS devices. These changes, informed by user research and industry feedback, will be visible by March 6. Google has also halted default-linking of personal data across user accounts for certain products, aligning with DMA restrictions on using people's data for advertising without consent.
Despite these adjustments, Google may subtly encourage users to re-enable tracking, which contradicts DMA rules against manipulative designs. As the primary DMA gatekeeper overseeing eight regulated platforms, Google is implementing various changes across its products.
Concerning data for ads, Google is entrusting advertisers with managing targetable user data, making upgrades to its advertising products. The DMA requires Google to provide more information about ads to advertisers and publishers in the European Economic Area (EEA), ensuring user privacy and safeguarding commercially-sensitive information.
A DMA-driven change allows Android developers to direct users outside the app to promote offers, potentially increasing profitability by avoiding Google's app store commission fees.
In response to DMA data portability requirements, Google plans to launch a data portability API for EEA developers. However, some of the announced changes seem to reiterate previously introduced features.
On March 7, the DMA enforcement era begins, with compliance reports made public and the European Commission conducting workshops for feedback. As the sole enforcer, the Commission has the authority to investigate and take interim measures, aiming for robust enforcement to fulfill the flagship digital reform.