Starting Friday, Europeans will have a much different experience than their American counterparts when dealing with large tech companies.
The European Union’s Digital Services Act, which will eventually apply to any online service provider, will take effect for very large online platforms with more than 45 million users. Requirements under the law include a ban on targeting users with ads based on sensitive data, transparency requirements about how platforms’ algorithms work, and new liability obligations for illegal content such as hate speech and bans on deceptive design patterns.
The regulations are already shaping up to have a significant impact on how American tech companies treat user data in Europe. The DSA prohibits large tech companies from targeting advertising using sensitive data such as sexual orientation and entirely prohibits targeted ads against children.
Sensitive data as defined in the DSA refers to a broad range of attributes, including sexual orientation, religion, health history and political persuasion. “Just eliminating this type of data from the profiling of users for targeted advertising is going to be a very difficult task, regardless of the size of the company,” Gabriela Zanfir-Fortuna, vice president for global privacy at the Future of Privacy Forum, told CyberScoop.
The law has already brought a flurry of changes by other tech companies. TikTok announced earlier this month it would allow users in Europe to switch off personalized results for...
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