Google has announced a new policy for its users in Europe that will allow them to choose how much data-sharing they want across its web services. The change, which the company said was in response to the EU’s Digital Markets Act (DMA), will take effect on March 6th, 2024.
The DMA is a new regulation that aims to ensure fair and open competition in the digital sector. It applies to large online platforms that have a significant impact on the EU market, such as Google, Meta, Apple, and Amazon. These platforms are designated as “gatekeepers” and have to comply with a set of obligations and prohibitions to prevent them from abusing their dominant position.
One of the main objectives of the DMA is to protect the interests and rights of consumers and businesses that use these platforms. For example, the DMA requires gatekeepers to allow users to access and use their data across different services and platforms, and to give users the option to prevent the platform from combining their personal data from different sources.
How will Google’s new policy work?
According to Google, the new policy will give users more transparency and control over their data sharing across its services. Users will be able to opt out of data sharing across all, some, or none of a select number of Google’s services, such as YouTube, Search, ad services, Google Play, Chrome, Google Shopping, and Google Maps.
Google said that it will offer corresponding choice options for the combination of data, and that the design of the new “selection dialogues” will not seek to manipulate users towards cross-service data processing. Users will also be able to change their preferences at any time in their account settings.
However, Google also noted that the policy is not absolute, and that it will still share user data when it is necessary to complete a task (e.g., if you’re paying for a purchase on Google Shopping with Google Pay), to comply with the law, to stop fraud, or to protect against abuse.
What are the benefits and trade-offs for users?
Google claimed that the new policy will enhance user privacy and empower them to make informed decisions about their data. The company also said that it will help users benefit from more personalized and relevant experiences across its services.
However, Google also warned that the new policy will have some trade-offs for users who choose to limit their data sharing. For instance, if a user unlinks Search, YouTube, and Chrome, it will affect their personalized recommendations on YouTube. If Search and Maps are unlinked, Google Maps will no longer be able to suggest locations (like restaurants, for example) based on previous activity.
Google said that it will provide clear explanations of the consequences of each choice, and that users can always change their mind later.
How does Google’s new policy compare to other platforms?
Google is not the only platform that has to adapt to the DMA. Other gatekeepers, such as Meta, Apple, and TikTok owner ByteDance, are also subject to the same rules and obligations. However, not all of them have accepted their gatekeeper status without a fight. Meta, Apple, and ByteDance have challenged the designation in court, arguing that the DMA is unfair and disproportionate.
Google, on the other hand, has chosen not to appeal its gatekeeper status, and has instead cooperated with the EU authorities to implement the necessary changes. Google said that it supports the DMA’s goals of promoting innovation and competition in the digital sector, and that it will continue to work with the EU to ensure a level playing field for all.
