The Digital Markets Act (DMA) of the European Union will become effective this week for companies that have been assigned as gatekeepers. Today, we’re sharing further information about the adjustments we’re implementing to adhere to the regulations, following the product testing we previously announced earlier this year.
The modifications we’ve made are the outcome of extensive efforts over several months from engineers, researchers, product managers, and designers throughout the company. During this process, we’ve actively collaborated with the European Commission, industry stakeholders, and consumer associations through numerous workshops, events, and direct dialogues.
Our primary objective has always been to develop products that are beneficial, innovative, and secure. Some of the new regulations involve challenging trade-offs that will affect the individuals and businesses utilizing our products. For instance, adjustments to our Search results might redirect more traffic to major intermediaries and aggregators, and less traffic to direct suppliers like hotels, airlines, merchants, and restaurants. Certain features we’ve created to help users efficiently and securely accomplish tasks online, such as offering recommendations across various products, will now function differently. As we implement our compliance measures, we’ve strived to strike a balance between different significant concerns and engage with relevant stakeholders regarding these trade-offs.
Here are additional details about the changes:
Modifications for Users and Businesses
- Alterations to Search Results: We have enacted over 20 product revisions, including the introduction of dedicated units and chips to aid users in discovering comparison sites in sectors like flights, hotels, and shopping. We have eliminated certain features from the search results page that assist consumers in finding businesses, such as the Google Flights unit.
- Choice Screens: When utilizing an Android device, users can conveniently switch their search engine or browser. Under the DMA, we will showcase additional choice screens, which are designed based on user research, testing, and input from the industry. These screens will be visible on Android phones during device setup, and soon on Chrome for desktop and iOS devices.
- Additional Consents for Linking Google Services: Currently, we share data across various Google products and services for specific purposes, including enhancing personalization of content and ads based on user settings. Users in the EEA can now visit settings in their Google Account to decide if they want to continue sharing data across Google services by linking them. Users may also encounter new consent notifications prompting them to choose whether to link their Google services. Additionally, we are implementing several enhancements to our advertising products and tools to help advertisers communicate data consent in alignment with our longstanding EU end-user consent policy.
Resources for Developers
- Third-Party Apps and App Stores: The DMA mandates gatekeeper operating systems to permit users to utilize third-party apps and app stores. Through Android, we have already met this requirement. Android users have always had the freedom to download third-party apps and app stores on their devices, and these can also be preinstalled on Android devices through agreements with manufacturers. Users can even sideload apps onto an Android device via the internet. Last year, we integrated features in Android 14 that further enhance the functionality of third-party app stores for users and streamline app updates.
- Alternative Billing: The DMA necessitates gatekeeper app stores to enable developers to utilize alternative billing systems for in-app purchases. We have already launched two programs that enable app developers to transact with their EEA users through their own billing system, rather than through Google Play’s billing system:
- The User-Choice Billing (UCB), which allows app developers to offer their billing system alongside Google Play’s billing, putting the user in full control of their preferred transaction method. This program is being expanded to game developers this week.
- In 2022, we introduced an additional alternative billing option for app developers through our EEA program, and this week we are extending the program to gaming developers. Eligible developers can opt to offer their users only their billing system, excluding Google Play’s billing.
- External Offers Program: Although Google Play already permits developers to inform customers within their app about offers or cost-effective options available on a competitor’s app store or the developer’s website, we are enhancing these options to comply with the DMA. Starting from March 6, we are launching a program allowing developers of Play-distributed apps to directly guide EEA users outside the app, including to promote offers.
Transparency and Data Sharing
- Data and Analytics: When businesses use our products to engage with customers, we furnish them with comprehensive insights into the performance of their websites, apps, videos, and advertisements. We have long provided these analytics through Play and Search Console, Merchant Center, Google Analytics, Google Ads, and various other dashboards and APIs. Furthermore, we offer advertisers detailed data so they can assess their campaign costs, and we provide publishers with data to track the revenue generated from displaying ads. Our advertising platforms are transparent and do not impose hidden fees. While we already provide substantial pricing details, under the DMA, advertisers and publishers in the EEA will receive additional data that upholds user privacy and safeguards commercially sensitive information.
- Data Portability: For more than a decade, we have allowed users to download or transfer copies of their data from over 80 Google products. We are continually investing in Google Takeout, the Data Transfer Initiative, and data portability initiatives. In line with new requirements on data transfer to third-party apps or services, our Data Portability API for developers is being rolled out in the EEA this week following our beta phase.
Continuous Collaboration with the European Commission and Industry
We have approached compliance with transparency and impactful product adjustments, acknowledging concerns that certain regulations may limit choices for individuals and businesses in Europe. We believe that consistent interpretation and enforcement of these rules among all designated companies will be pivotal in ensuring fair competition for European businesses and consumers going forward.
Beyond the March deadline, we will persist in collaborating with the European Commission and the industry to ensure that we continue to deliver products and services that are beneficial, secure, and compliant for individuals and businesses in Europe.
