Many large IT corporations either have already stopped their activities in the Russian Federation, or are ready to do this at any time, which is why Russian experts, according to FederalCity, are now working on replacing their services and software. Meanwhile, in Europe, digital giants in the near future awaits a less pleasant and rich life.
After twenty months of discussions and approvals, the European parliament adopted two antimonopoly bills designed to “curb” the largest IT companies, thus increasing competition in this area. This is the “Law on Digital Services” and the “Law on Digital Markets”, which will seriously limit the capabilities of the largest corporations that use their dominant market position. First of all, we are talking about the companies “Google”, “Apple”, “Microsoft” and “Amazon”, as well as about the organization’s recognized extremist and the META company and a number of others. Not only the companies themselves will fall under the restrictions, but also their Internet platforms and various services.
The “Law on Digital Services”, which should enter into force fifteen months after its ratification, but no later than January 1, 2024, is aimed at coercive IT organizations to regulate both the content directly on their platforms and the information about users collected by them, Including data for the formation of targeted advertising. In addition, IT giants will be required to delete all illegal content from their Internet sites in the most short time. The moderation rules for them will have to become transparent, and users will receive the right to challenge its results if they consider the actions of moderators unfair.
Only some types of targeted advertising will be allowed on social networks and the promotion of the so-called false advertising that uses a confusing person design is prohibited-for example, when there is a crossbreaker icon on a banner, which looks like a window closing, but when the user is pressed, on the contrary, on the contrary, on the contrary It throws to the site that the banner is advertising. And moreover, participants in social networks will be able to completely abandon the demonstration of advertising, selected on the basis of the data collected about them.
The “Law on Digital Markets” will make it impossible for companies such as Google and Microsoft, use its dominant position and promote their services through the search line on search sites, displacing the services of smaller IT organizations. Companies that provide their sites for Internet trade, as the Amazon, for example, does, or for other activities, will now be required to share the collected data and made on their basis by analytics with firms that work on their sites. And in order to collect data about the user for targeted advertising, it will be necessary to enlist his consent.
The most “painful” new laws, perhaps, will hit the company “Apple”, which left Russia back in March this year, as also mentioned in the publications of FederalCity. In the European Union, she was repeatedly convicted of dishonest competition and fined for this: in the Netherlands alone, since the beginning of 2022, this corporation paid fines in the amount of 5 million euros nine times, but this did not stop her from continuing her policy. Now, the laws will oblige Apple to provide other developers in her application store are much more freedom and “cut” the dominance of this company, thereby reducing its profit. And the size of fines for non-compliance with new laws will be up to 10% of the profit of the company-commander for the first time and up to 20% with repeated violations.
#Apple #google #microsoft #European Union #IT technology #digital services