In response to the impending Digital Markets Act (DMA) scheduled for enforcement in March 2024, Google is rolling out adjustments in its services tailored for European Union (EU) users. The DMA, designed to foster fair and open digital markets, targets major tech players like Alphabet (Google), Apple, Meta (Facebook), Microsoft, Amazon, and ByteDance (TikTok). One notable change involves the addition of “dedicated units” in Google Search results when EU residents search for purchasable items. These units will feature links to various comparison sites, aligning with DMA guidelines. Concurrently, Google will exclude its own services, such as Google Flights, from these results.
EU users on Android will gain the ability to select a default search engine other than Google, offering greater choice and complying with DMA regulations. This choice will be extended to users of Chrome on desktops, iPhones, and iPads. The company is also introducing a consent banner in search results specifically for EU users. This banner seeks permission for continued data sharing across Google’s apps and services, emphasizing that opting out may result in limited or unavailable features. However, specific details about the features impacted by data sharing choices remain undisclosed.
Moreover, Google aims to enhance data portability by introducing a Data Portability API for developers. This API facilitates the seamless transfer of user data to third-party applications, expanding the scope and scale of Google’s existing data portability services. While users already have the option to download or transfer their data from most Google apps, the new API provides additional support for developers in handling data transfers. These adjustments illustrate Google’s strategic response to the evolving regulatory landscape in the EU, as the company adapts its services to align with DMA provisions and offer users more choices in a competitive digital environment.
