Tue, Sep 12, 2023 page14

• EU targets Apple, Amazon, Meta and other Big Tech in next phase of digital crackdown 歐盟《數位市場法》啟動　科技巨頭列管

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  Six Big Tech companies including Amazon, Apple and Microsoft faced fresh pressure Wednesday last week from the European Union, which moved to counter their digital dominance with far-reaching rules aimed at giving users more choices and making competition fairer.

  Google parent Alphabet, Facebook owner Meta and TikTok parent ByteDance also were classified as online “gatekeepers” subject to the strictest requirements of the 27-nation EU’s Digital Markets Act (DMA). The list of do’s and don’ts seeks to prevent tech giants from cornering digital markets, with the threat of whopping fines or even forcing companies to sell off parts of their business to operate in Europe.

  That means European users of Big Tech social media or chat services could soon be able to send messages to rival platforms, avoid having their data used to show personalized ads and choose which search engine or browser they prefer rather than being stuck with a default version.

  

  Logos of various social media and technology giants are seen on a desk. 各式社群網站及科技巨頭的標誌。

  Photo: Pixabay 照片：Pixabay

  It’s part of a sweeping update to the EU’s digital rulebook taking force this year and comes weeks after a companion package of rules aimed at keeping Internet users safe, the Digital Services Act, started kicking in.

  “The most impactful online companies will now have to play by our EU rules,” European Commissioner Thierry Breton, who’s in charge of the bloc’s digital policy, said on X, previously known as Twitter. “DMA means more choice for consumers. Fewer obstacles for smaller competitors. Opening the gates to the Internet.”

  The European Commission, the EU’s executive body, said digital platforms can be listed as gatekeepers if they act as key gateways between businesses and consumers by providing “core platform services.”

  

  Digital marketing and e-commerce. 數位行銷與電子商務示意圖。

  Photo: Pixabay 照片：Pixabay

  Those services include Google’s Chrome browser, Microsoft’s Windows operating systems, chat apps like Meta’s WhatsApp, social networks like TikTok, and others playing a middleman role like Amazon’s Marketplace and Apple’s App Store.

  The companies now have six months to start complying with the Digital Markets Act’s requirements, which are spurring changes in how Big Tech companies operate.

  One of the main goals is to break up the “closed environment where you are in a way locked in and you cannot go elsewhere,” said Alexandre de Streel, a professor of European law at the University of Namur and an academic director at CERRE, a think tank in Brussels.

  

  Photos taken on April 27 in Toulouse, France, show screens displaying the European flag with logos of the Big Tech companies such as Amazon, Apple, Meta, Google and TikTok. 顯示亞馬遜、蘋果、Meta、谷歌、抖音等科技巨頭標誌及歐盟旗幟的螢幕。4月27日攝於法國土魯斯。

  Photo: AFP 照片：法新社

  “Consumers will be better off because you will pay less and will be able to move more easily from one platform to another,” de Streel said. “So that’s the endgame.”

  Platforms are banned from ranking their own products or services higher than their rivals’ in search results. So, Amazon isn’t allowed to make its own-brand products easier to find than those from third-party merchants.

  Online services can’t combine a user’s personal data to build up a profile for targeted advertising. That means Meta can’t mix together a user’s data from Facebook, Instagram and WhatsApp services without clear consent.

  Essential software or apps such as Web browsers can’t be installed by default along with the operating system, in the way Google’s Chrome comes bundled with Android phones. Consumers will instead be given a choice screen for search engines and browsers to use on their devices. Google noted that it’s already doing this and said it would remind European users of their choices.

  Violations could result in fines of up to 10 percent of a company’s annual global revenue and up to 20 percent for repeat offenders, or even a breakup of the company.

  (AP)

  包括亞馬遜、蘋果和微軟在內的六大科技巨頭上週三面臨歐盟新的壓力，歐盟採取了影響層面更廣的規範來抗衡它們的數位主導地位，旨在讓用戶有更多選擇，並使競爭更公平。

  谷歌母公司Alphabet、Facebook母公司Meta以及TikTok母公司字節跳動也被列為網路「守門人」，需遵守有27個成員國的歐盟《數位市場法》（DMA）的最嚴格要求。這些守則旨在防範科技巨頭壟斷數位市場，違者處以巨額罰款，甚至強制公司出售部分業務，方能在歐洲營運。

  這意味科技巨頭的社群媒體或聊天服務的歐洲用戶很快就能向競爭對手平台發送訊息，避免其資料被用來投放個人化廣告，並得以選擇自己偏好的搜索引擎或瀏覽器，而不是被困在預設選項中。

  歐盟數位規則手冊的全面更新今年生效，這是其中一部分，數週前旨在保護網路用戶安全的配套規範《數位服務法》開始上路。

  負責歐盟數位政策的歐盟專員蒂埃里‧布雷頓透過X（前身為Twitter）表示：「最具影響力的網路科技公司現在必須遵守我們歐盟的規則」。「DMA意味消費者有更多選擇，小型競爭者面臨的障礙更少，網路大門打開」。

  歐盟執行機構歐盟執行委員會表示，若數位平台透過提供「核心平台服務」充當企業與消費者之間的關鍵門戶，則可將之列為守門人。

  這些核心平台服務包括谷歌的Chrome瀏覽器、微軟的Windows 操作系統、Meta的WhatsApp等聊天應用程式、TikTok等社群網路，以及其他扮演中介者角色的服務，如亞馬遜的Marketplacee與蘋果的App Store。

  這些公司現在有六個月的時間準備開始遵守《數位市場法》的要求，這正促使科技巨頭的營運方式產生改變。

  那慕爾大學歐洲法教授兼布魯塞爾智庫歐洲監管中心（CERRE）學術主任亞歷山大‧德‧史特雷爾表示，其主要目標之一是打破「封閉的環境，在這種環境中你被鎖在裡面，去不了別的地方」。

  史特雷爾說：「消費者的處境會更好，因為支付的費用將更少，並且能更輕鬆地轉移到另一個平台」。「所以這就是結局」。

  平台禁止在搜索結果中讓自家產品或服務的排序高於競爭對手。因此，亞馬遜不能讓自有品牌的產品比第三方商家的產品更容易找到。

  線上服務不能結合用戶的個資來建立定向廣告的個人檔案。這表示未經明確同意，Meta不能將Facebook、Instagram 和WhatsApp中的用戶資料互相流用。

  網路瀏覽器等基本軟體或應用程式無法預設與操作系統一起安裝，如同谷歌的Chrome與Android手機綁定在一起那樣。相反，消費者的螢幕將出現選項，可自行選擇機子所使用的搜索引擎及瀏覽器。谷歌指出，它已經這樣做了，並表示將提醒歐洲用戶這個選項。

  公司若違反規定，所導致的罰款可能高達公司全球年收入的10%，屢犯者將面臨高達20%的罰款，甚至導致公司解散。

  （台北時報林俐凱編譯）
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