The Digital Markets Act (DMA), part of the European Union’s larger Digital Services Act (DSA), is one of the most impactful pieces of legislation aimed at leveling the playing field among technology players in the EU and ensuring that users’ rights and consent are protected.
Concerns about privacy and consent have been growing among consumers, regulators, and business leaders in recent years. In surveyed countries, 80% of consumers are concerned about the state of their online privacy today (source: TWG). But 2024 will be a real inflection point when your organization and leadership need to act. That’s because six of the world’s largest technology companies must comply with the EU’s Digital Markets Act (DMA) by March 6, 2024. The DMA will bring significant changes not only to tech platforms, but to the businesses and consumers that operate on those platforms. While this legislation currently only applies to the European Economic Area (EEA), we expect it to have an impact beyond the EU as other countries look to the EEA for an example of how to draft similar regulations.
This paper outlines why your organization’s leadership, from CMOs to DPOs, must take swift action to ensure that your marketing campaigns are not negatively impacted by the upcoming cross-platform changes resulting from this regulation.
Table of contents :
- Market context: What is the DMA and what impact does it have?
- What is the DMA?
- What will the DMA require of Big Tech Gatekeepers?
- What are the effects of the DMA?
- What actions should you take as a CMO or DPO?
- What actions to take in Q1 2024 in order to avoid marketing disruption?
- How can Artefact help?
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