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LEGISLATION

EU agrees to adopt laws limiting power of Google, Meta and others

By our News Team | 2022

Two new pieces of legislation will affect how marketers in the European Union can reach target groups of consumers.

The European Parliament has agreed to two new laws to regulate technology giants such as Apple, Google and Meta that have been deemed to be too dominant in digital media and e-commerce. 

This tightening of rules will apply to a region of approximately 450-million reasonably affluent consumers with notable spending power.

The Digital Markets Act (DMA) aims to curb anti-competitive behaviour of what it calls “gatekeeper platforms” and sets rules on digital advertising, app stores and online messaging. The DMA is expected to come into force later this year and companies will have until the middle of 2023 to comply.

Legislation

Photo by Mikhail Nilov via Pexels

Also coming into effect is the Digital Services Act (DSA), which makes tech platforms liable for illegal content such as hate speech, disinformation and the promotion of unsafe products. It also provides a mechanism for EU citizens to formally complain about content moderation. It is unclear when this legislation will come into full effect.

Strong regulation of online platforms

“The European Parliament has adopted a global first: Strong, ambitious regulation of online platforms,” said Margrethe Vestager, Executive Vice-President for a Europe Fit for the Digital Age.

“The Digital Markets Act creates fair, open online markets. As an example, illegal hate speech can also be dealt with online. And products bought online must be safe. Big platforms will have to refrain from promoting their own interests, share their data with other businesses, enable more app stores. Because with size comes responsibility – as a big platform, there are things you must do and things you cannot do.”

According to the Marketing Dive industry website, depending on how the EU enforces its new laws on big tech companies, the effect on marketers will vary.

“The DMA requires companies to obtain explicit consent from consumers to use their personal data for targeted advertising. It also gives people more power to select different web browsers, virtual assistants and search engines, which may affect how marketers reach target groups of consumers who lessen their usage of the most dominant platforms,” the website says.

“App developers conceivably will have more ways to collect payments from mobile users and greater latitude in their fee structures – such as the ability to offer discounts outside of app stores.”

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    Dr Kin Kariisa

    Group CEO - Next Media

    Dr. Kin Kariisa is an extraordinary force at the helm of Next Media Services, a conglomerate encompassing NBS TV, Nile Post, Sanyuka TV, Next Radio, Salam TV, Next Communication, Next Productions, and an array of other influential enterprises. His dynamic role as Chief Executive Officer exemplifies his unwavering commitment to shaping media, business, and community landscapes.
    With an esteemed academic journey, Dr. Kariisa’s accolades include an Honorary PhD in exemplary community service from the United Graduate College inTexas, an MBA from United States International University in Nairobi, Kenya, a Master’s degree in Computer Engineering from Huazong University in China, and a Bachelor’s degree in Statistics from Makerere University.
    Dr. Kariisa pursued PhD research in Computer Security and Identity Management at Security of Systems Group, Radboud University in Nijmegen, Netherlands. As a dynamic educator, he has shared his expertise as a lecturer of e-Government and Information Security at both Makerere University and Radboud University.

    Dr Kin did his PhD research in Computer Security and Identity Management at Security of Systems Group, Radbond University in Nigmegen, Netherlands. He previously served as a lecturer of e-Government and Information Security at Makerere University in Kampala, Uganda and Radbond University in Netherlands.

    Dr Kin did his postgraduate courses in Strategic Business Management, Strategic Leadership Communication and Strategies for Leading Successful Change Initiatives at Harvard University, Boston USA.

    • Other current and previous roles played by Dr Kin Kariisa:
    • Lecturer of e-Government and Information Security to graduate students at Makerere University, Kampala and Radbond University in the Netherlands
    • Director of Eco Bank Uganda Limited, one of the largest banks in Africa
    • Chairman of the National Association of Broadcasters, an umbrella industry association for all Television, Radio and online broadcasters in Uganda.
    • Chairman of Board of Directors of Nile Hotel International, that owns the leading hotel in Uganda, Kampala Serena Hotel.
    • Chairman of Board of Directors of Soliton Telmec Uganda, the leading telecom company in Optic fibre business managing over 80% of optic fibre in Uganda.