Google to Change Ads Transparency to Comply with EU Rules

Google to Change Ads Transparency to Comply with EU Rules

News by Roberto OrosaRoberto Orosa
Published: August 25, 2023

Google is changing its Ads Transparency Center to comply with the European Union's Digital Services Act (DSA), the company announced in a blog post on Thursday. 

"[We] have adapted many of our long-standing trust and safety processes and changed the operation of some of our services to comply with the DSA's specific requirements," it explained. 

Established earlier this year, the Ads Transparency Center is a cross-platform global searchable repository for advertisers. To meet DSA provisions, it will provide additional information on "targeting for ads served in the European Union."

The tech giant will also be expanding its data access for researchers. This initiative will build on its efforts to advance public understanding of how Google Search, YouTube, Google Maps, Google Play, and Shopping work.

Additionally, Google will be rolling out a more user-friendly Transparency Center, and expanding the scope of its transparency reports to include information on its content moderation practices.

Throughout the years, the company has introduced several policies and programs that uphold the goals of the DSA. This includes the Priority Flagger Program, which prioritizes the reviewing of flagged content marked by experts.

Google also introduced the the option to appeal video removals and restrictions, block personalized advertising for those underaged, and launched YouTube’s Community Guidelines Enforcement Report last 2018. 

Amazon, Meta Challenge EU Regulations

While Google has been obliged to expand its transparency efforts in light of EU regulations, other tech giants have challenged them.

Last month, eCommerce giant Amazon contested the EU's decision to label the company as a Very Large Online Platform (VLOP), because it would be "unfairly singled out." 

“The vast majority of our revenue comes from our retail business, we are not the largest retailer in any of the EU countries where we operate, and none of these largest retailers in each European country has been designated as a VLOP,” Amazon explained in a statement. 

Meta has also challenged the EU's decision as it called for Facebook to ask consent from their users before serving personalized ads within the EU.

Edited by Nikola Djuric

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