Google updates data privacy policies for targeted ads in the EU
Google is set to bolster its data privacy practices in Europe, aligning with the Digital Markets Act (DMA). This involves introducing new consent banners that will request user permission to share data for personalized content and ads. Additionally, a Data Portability API is in development for developers to facilitate the transfer of data to third-party apps or services. These changes are anticipated to influence Google’s ability to deliver personalized ads, potentially impacting the efficacy of advertising campaigns due to less precise targeting.
In efforts to enhance user control, Google is implementing choice screens on Android devices, simplifying the process for users to select their preferred search engine or browser. Moreover, the tech giant is updating its search offerings by providing dedicated units with links to comparison sites and refining search shortcuts. Notably, certain features like the Google Flights unit will be phased out in favor of new inclusions that emphasize direct comparisons, such as hotel ratings.
The DMA, set to take effect in March, is a legislative measure aimed at ensuring fair conduct by major online platforms, termed “gatekeepers.” These platforms must meet specific criteria, including a strong economic and intermediation position in multiple EU countries, along with a stable market presence. Non-compliance with the DMA may result in substantial fines—up to 10% of the company’s total worldwide annual turnover, or up to 20% for repeated infringements—and other penalties.
Oliver Bethell, Google’s Director of Legal, has voiced the company’s support for the DMA’s objectives concerning consumer choice and interoperability. However, Google has also expressed concerns that some DMA rules might limit choices for European users and businesses. Google is in dialogue with the European Commission and stakeholders to refine its compliance measures ahead of the March deadline, with further details to be disclosed.
Source: Google updates data privacy policies for targeted ads in the EU
