Apple and Meta face fines from the EU as they are in violation of certain laws set in place. Fines set at €700 million, which comprises €500 million to Apple and €200 million to Meta, serve as a warning and are the first actions taken under the Digital Markets Act. They further seek to streamline competition within the technology sector, allowing room for smaller companies to thrive.

Meta’s Advertising Policies are Labelled Condescending

The fine towards Apple focuses on strict regulations regarding online third-party app stores. In strict terms, developers in the EU region maintain extensive marketing limits, undermining promotional capabilities for users. In this case, Apple has received notice to ease the restrictions within the next 60 days or face more consequences. Although the fine is monumental and is one of the steps to penalize Apple, the corporation is bound to appeal, as they will say that their policies regarding the App Store are critical for safeguarding the privacy and security of users. This is yet another episode of Apple’s persistent lawsuits regarding their app store governance, especially concerning their excessive charges and monopolistic control over secondary markets.

Meta, as well, is suffering from a major fine regarding the business approach of user personal data and consent for precision advertising. In 2023, Meta began implementing a subscription model for EU users whereby they can bypass adverts for €9.99 per month or agree to targeted adverts. The ‘Consent or Pay’ model was deemed inappropriate under DMA for not giving users the ability to meaningfully opt into the service without providing personal data. Meta will likely appeal, as the company argues that the EU disproportionately focuses its enforcement actions on lucrative US businesses, while Chinese and European companies are free to operate under more flexible conditions.

The EU’s firm stance on technology giants

These fines are part of broader discriminatory practices by the EU against American companies and demonstrate the bloc’s aggressive enforcement of the Digital Markets Act. The Act aims to safeguard consumers and foster competition by curbing the anti-competitive behaviour of technology monopolies. The Digital Markets Act, which came into force in 2023, intends to ensure that companies like Apple and Meta do not kill innovation and consumer choice while allowing smaller players to flourish in a completely driven market. While these penalties may be minimal versus the total potential fines, they do carry significant weight. Though the fines are significantly small when compared to the maximum possible fines, the message positioned towards Big Tech Companies has been communicated effectively.

Possible Changes in the Future for the Technology Industry

The sanctions imposed on Apple and Meta might seem minor, but they mark a preparatory step in the enforcement of the DMA and other competition regulation monitoring provisions by the EU. As the DMA develops, these businesses are required to formulate increasingly agile operational plans geared towards avoiding set-up by the administrative burdens and penalties associated with the new payment enforcement framework.