Google Adopts New Data Control Policy in Response to EU Digital Markets Act

Google is implementing changes for European users in response to the EU’s Digital Markets Act (DMA), effective March 6th. The new policy allows users to finely control data sharing across specific Google services like YouTube, Maps, and more. Users can now selectively choose which services have access to their data, providing the flexibility to cease sharing with all, some, or none of the designated services.

The list of un-linkable services includes popular offerings such as Search, YouTube, Ad services, Google Play, Chrome, Google Shopping, and Google Maps. However, certain situations, like completing transactions or complying with legal obligations, will still involve data sharing.

Despite the update, Google emphasizes the benefits of linked services, making content and ads more personalized. Unlinking services may lead to the loss of some features; for example, disconnecting Search and Maps could affect the appearance of Search reservations in Maps.

While the decision to unlink rests with individual users and offers more control over data usage, Google acknowledges potential feature trade-offs. The DMA not only impacts data sharing but also limits Google’s ability to prioritize its services in Search results, fostering a more competitive landscape.

Despite Google’s acceptance of the DMA, other tech giants like Apple, Meta, and TikTok are challenging its designation in court.