Viktorija Morozovaite

This blogpost is part of a series of short commentaries on the European Commission’s proposals for a Digital Markets Act and a Digital Services Act, released on 15 December 2020. Stay tuned for more.

Digital advertising has become the bread and butter for digital platforms providing content and services online. The highly anticipated DMA and DSA proposals include provisions that jointly tackle issues that surfaced in these opaque markets. The overarching goals are far-reaching with rules aimed to curb structural market concerns caused by gatekeeping platforms and to strengthen online users’ rights. When it comes to advertising-specific rules, the overarching theme in both documents is transparency.

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By Viktorija Morozovaite

The Google AdSense decision has come out on the 20^th of March, 2019. With imposition of €1.49 billion fine it marked an end to the third European Commission’s investigation into tech giant’s practices, each resulting in spectacular penalties (together rounding up to €8.2 billion – a sum equivalent to Benelux countries’ annual contribution to the EU budget) and advancing the debate between competition practitioners and academics worldwide. Admittedly, the outcome did not come as a surprise to many – over the past decade, European Commission seem to have become the nemesis of giant tech companies with investigations into practices of Google, Apple, Facebook and Amazon. While the full decision is not published yet and it is difficult to comment on its merits, this blog post aims at distilling some of the ongoing issues, placing the decision in the broader context.

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