DMA: Google makes significant adjustments for EU users

Google has published a comprehensive support document outlining the available options for EU customers regarding Google services in anticipation of the implementation of the Digital Markets Act (DMA) on March 6, 2024.

The Digital Markets Act (DMA) is the European Union’s legislation aimed at fostering fairness and increased competition within the digital sector markets. It introduces a well-defined set of objective criteria for the identification of ‘gatekeepers’ in the industry.

Gatekeepers refer to major digital platforms offering essential services like online search engines, app stores, and messenger services. These entities are mandated to adhere to the specified obligations and prohibitions outlined in the Digital Markets Act (DMA).

The Digital Markets Act (DMA) stands as one of the initial regulatory instruments to holistically address the influential gatekeeper roles held by major digital corporations. It serves as a complementary measure without altering existing EU competition rules, which remain fully applicable.

Google is offering users the option to “unlink” specific Google services from each other, but the changes will not take effect until March 6.

When services are linked, data and activity are shared between them across Google’s entire portfolio. All the data can also be combined to build a stronger ad portfolio for a given user, enabling more personalized ads.

With the implementation of the DMA, users in the EU will be able to unlink seven Google services in a few weeks. The services are as follows:

• Search
• YouTube
• Ad services
• Google Play
• Chrome
• Google Shopping
• Google Maps

Services not listed cannot be dissociated from other Google services, as clarified by the company. This encompasses various Google offerings that regularly exchange data among themselves.

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Google’s document provides a clear definition of the term ‘linking’. It emphasizes that unlinking services won’t log you out of your Google account on any platform. However, it’s important to note that even after unlinking the specified Google services, the collected data may still be shared with third parties.

“Your data may also be shared across Google services to effectively help you complete tasks when two services are offered together.

“For example, if you make a purchase on Google Play, Play and Google Payments will share related info so that you can complete your purchase,” the document says.

The document employs language that explicitly encourages users to maintain linked services. Google asserts that “linked Google services can collaborate to enhance the personalization of your content and ads.” Furthermore, it highlights that some features will become unavailable if services are unlinked.

Google emphasised that the personalization of ‘What to Watch’ and ‘Discover’ feeds will diminish when Search, YouTube, and Chrome are not interlinked. Additionally, the company stated that reservations made through Google Search will not seamlessly appear in Google Maps unless the two services are linked.

While these options prove beneficial, their availability is currently limited to Google users in EU countries, a result of the European Union’s implementation of the Digital Markets Act (DMA). Users in other regions or countries must await the introduction of analogous laws or regulations by their respective governments to access these options. It is crucial to be mindful of these regional variations when utilizing Google services across different parts of the world.