{"id":13641,"date":"2022-08-04T06:58:49","date_gmt":"2022-08-04T06:58:49","guid":{"rendered":"https:\/\/customlytics.com\/how-europes-new-dma-rule-could-affect-app-marketing\/"},"modified":"2023-04-27T09:44:45","modified_gmt":"2023-04-27T09:44:45","slug":"eu-law-dma","status":"publish","type":"post","link":"https:\/\/customlytics.com\/de\/eu-law-dma\/","title":{"rendered":"How Europe\u2019s new DMA rule could affect app marketing"},"content":{"rendered":"\n<h3 class=\"wp-block-heading\"><strong>Author: <\/strong>Steffen Meyer, Mobile Marketing Content Specialist<\/h3>\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n<p>Some see <a href=\"https:\/\/www.developersalliance.org\/news\/dear-software-developers-eu-policymakers-are-planning-to-dismantle-the-app-economy-are-you-prepared\"><span style=\"text-decoration: underline;\">dramatic changes for the app economy<\/span><\/a>, others a <a href=\"https:\/\/www.socialistsanddemocrats.eu\/newsroom\/digital-constitution-europe-thats-20-years-overdue-people-must-come-profit\"><span style=\"text-decoration: underline;\">long overdue regulation of Big Tech<\/span><\/a>. The digital world is arguing about the new EU initiatives that are on their way to become law:<\/p>\n\n<ul class=\"wp-block-list\">\n<li><a href=\"https:\/\/ec.europa.eu\/info\/strategy\/priorities-2019-2024\/europe-fit-digital-age\/digital-markets-act-ensuring-fair-and-open-digital-markets_en\"><span style=\"text-decoration: underline;\">Digital Markets Act (DMA)<\/span><\/a>, which focuses on regulating big players in the digital world<\/li>\n<\/ul>\n\n<ul class=\"wp-block-list\">\n<li><a href=\"https:\/\/ec.europa.eu\/info\/strategy\/priorities-2019-2024\/europe-fit-digital-age\/digital-services-act-ensuring-safe-and-accountable-online-environment_en\"><span style=\"text-decoration: underline;\">Digital Services Act (DSA)<\/span><\/a>, which should provide more consumer protection and transparency in general<\/li>\n<\/ul>\n\n<p>As to be expected of EU regulation, both of the acts go into a lot of detail and their PDFs encompass roughly two hundred pages (<a href=\"https:\/\/eur-lex.europa.eu\/legal-content\/EN\/TXT\/PDF\/?uri=CELEX:52020PC0842&amp;from=en\"><span style=\"text-decoration: underline;\">DMA PDF: 81 pages<\/span><\/a>; <a href=\"https:\/\/eur-lex.europa.eu\/legal-content\/EN\/TXT\/PDF\/?uri=CELEX:52020PC0825&amp;from=en\"><span style=\"text-decoration: underline;\">DSA PDF: 113 pages<\/span><\/a>). That is why we provide you with basic introductions to what these regulations will entail for the app economy.\u00a0<\/p>\n\n<p>Because believe us: the effects are huge.<\/p>\n\n<p>This blogpost starts with the DMA which at its core is putting out \u201cobligations\u201d for large digital platforms that are called \u201cgatekeepers\u201d.<\/p>\n\n<div style=\"height:25px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n<h2 class=\"wp-block-heading\">What are gatekeepers?<\/h2>\n\n<p>According to the law, a digital platform provider is a gatekeeper when it \u2026<\/p>\n\n<ol class=\"wp-block-list\">\n<li>\u2026 has \u201csignificant impact\u201d on the EU market<\/li>\n\n\n\n<li>\u2026 operates an important platform \u201cfor business users to reach end users\u201d<\/li>\n\n\n\n<li>\u2026 will most likely enjoy \u201csuch position in the near future\u201d<\/li>\n<\/ol>\n\n<p>While this sounds vague, the regulation lists exact conditions for each of these descriptions: According to these, a gatekeeper is a gatekeeper when it \u2026<\/p>\n\n<ul class=\"wp-block-list\">\n<li>\u2026 (A) owns an important platform service in three EU member states and it either\u2026\n<ul class=\"wp-block-list\">\n<li>\u2026 achieves an annual EEA turnover equal to or above 6.5 billion euros in the last three financial years<\/li>\n\n\n\n<li>\u2026 belongs to a corporation with an average market capitalisation or the equivalent fair market value amounted to at least 65 billion euro in the last financial year<\/li>\n<\/ul>\n<\/li>\n\n\n\n<li>\u2026 (B) currently has more than 45 million monthly active end users and more than 10.000 yearly active business users in the EU\u00a0<\/li>\n\n\n\n<li>\u2026 (C) crossed the above mentioned user thresholds in each of the last three financial years\u00a0<\/li>\n<\/ul>\n\n<p>So Apple and Google with its app stores surely meet these conditions and thus fall in the category \u201cgatekeeper\u201d. So the question is:<\/p>\n\n<div style=\"height:25px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n<h2 class=\"wp-block-heading\">What are their obligations?<\/h2>\n\n<p>There\u2019s a bunch of Do\u2019s and Don&#8217;ts listed in the regulation and you <a href=\"https:\/\/ec.europa.eu\/info\/strategy\/priorities-2019-2024\/europe-fit-digital-age\/digital-markets-act-ensuring-fair-and-open-digital-markets_en\"><span style=\"text-decoration: underline;\">will find extensive information on the official site of the European Union<\/span><\/a>. However, since we didn\u2019t want to bury you in thousands of details, we picked four rules that we found to be relevant for app marketers.<\/p>\n\n<p><strong>1. A gatekeeper must share relevant data with their business users and provide them with the tools and information necessary to carry out their own independent verification of their advertisement hosted by the gatekeeper.<\/strong><\/p>\n\n<p>This will probably have huge impacts <a href=\"https:\/\/customlytics.com\/de\/mmp-challenges\/\"><span style=\"text-decoration: underline;\">on the big networks\u2019 self-attributing practices<\/span><\/a> which keeps data behind digital walls and <a href=\"https:\/\/customlytics.com\/de\/what-the-skad\/\"><span style=\"text-decoration: underline;\">Apple\u2019s SKAdNetwork<\/span><\/a> that provides only a fraction of data with a time delay. Furthermore, new privacy rules could be put on the table again.\u00a0<\/p>\n\n<p>This would give marketers more access to data and the new attribution world will probably look differently <a href=\"https:\/\/customlytics.com\/de\/new-attribution-world\/\"><span style=\"text-decoration: underline;\">than it is predicted at the moment<\/span>.\u00a0<\/a><\/p>\n\n<p><strong>2. A gatekeeper must allow app developers to use external payment systems.<\/strong><\/p>\n\n<p>At the moment, apps have to use the payment system by the app stores for in-app purchases. Otherwise they won\u2019t be listed. The publishers\u2019 problem with this is that Google and Apple are charging up to 30 percent for each purchase.<\/p>\n\n<p><a href=\"https:\/\/customlytics.com\/de\/these-countries-will-take-a-stand-in-the-global-discussion-about-app-store-payment-rules\/\"><span style=\"text-decoration: underline;\">There are legal battles worldwide around this topic<\/span><\/a> and the EU may create a precedent here. If this rule will go into effect, this could open up more competition on payment systems, driving down prices, and possibly create new opportunities for marketing strategies.<\/p>\n\n<p><strong>3. A gatekeeper isn\u2019t allowed to rank their own products or services higher than those of others.<\/strong><\/p>\n\n<p>It\u2019s probably going to be <a href=\"https:\/\/www.theverge.com\/2021\/6\/11\/22528701\/apple-rank-own-app-over-competitor-files-dropbox-wwdc-2017\"><span style=\"text-decoration: underline;\">hard to prove<\/span><\/a>, but this rule will make it easier for publishers to compete with products that are owned by Google and Apple. When this law comes into effect as promised, it doesn\u2019t matter who is the publisher but who\u2019s got the best App Store Optimization (ASO). Get the first few tips on this topic <a href=\"https:\/\/customlytics.com\/de\/aso-pua-fusion\/\"><span style=\"text-decoration: underline;\">here<\/span> <\/a>and <a href=\"https:\/\/customlytics.com\/de\/play-store-rich-formatting\/\"><span style=\"text-decoration: underline;\">here<\/span><\/a>.<\/p>\n\n<p><strong>4. If a gatekeeper doesn\u2019t comply with these rules, they are threatened with fines up to 10% of their worldwide turnover, or up to 20% in the event of repeated infringements.<\/strong><\/p>\n\n<p>These numbers will scare even Big Tech companies but the EU plans even more: In case of \u201csystematic infringements\u201d it threatens to take \u201cproportionate\u201d actions that will go beyond financial punishments. The EU even considers the divestiture of (parts of) a business.<\/p>\n\n<div style=\"height:25px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n<h2 class=\"wp-block-heading\">What\u2019s the future?<\/h2>\n\n<p>The law is still in the making and there will be lots of discussion and lobbying around it, so nothing\u2019s set in stone (<a href=\"https:\/\/eur-lex.europa.eu\/legal-content\/en\/HIS\/?uri=COM:2020:842:FIN\"><span style=\"text-decoration: underline;\">have a look at the status of the procedure here<\/span><\/a>).<\/p>\n\n<p>However it\u2019s wise to follow this process closely, since it\u2019s bound to stir up the whole app economy. If you don\u2019t find the time for this but want to be prepared, <a href=\"https:\/\/customlytics.com\/de\/kontakt\/\"><span style=\"text-decoration: underline;\">contact us<\/span><\/a> and arrange a meeting. Our consultants at Customlytics are happy to help.<\/p>\n\n<p><em>\ud83d\udca1 Knowledge sharing is at the core of what we do. Get our <\/em><a href=\"https:\/\/customlytics.com\/de\/marketing-master-map\/\"><em><span style=\"text-decoration: underline;\">Marketing Master Map<\/span><\/em><\/a><em>, sign up for our <\/em><a href=\"https:\/\/customlytics.com\/newsletter-sign-up\/\"><em><span style=\"text-decoration: underline;\">newsletter<\/span><\/em><\/a><em> and become part of <\/em><a href=\"https:\/\/www.linkedin.com\/company\/customlytics\/\"><em><span style=\"text-decoration: underline;\">our community on LinkedIn<\/span><\/em><\/a><em> to learn how to make apps succeed in the competitive mobile landscape.<\/em><\/p>\n\n<div style=\"height:25px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n<p>Helpful Links:<\/p>\n\n<ul class=\"wp-block-list\">\n<li><a href=\"https:\/\/ec.europa.eu\/info\/strategy\/priorities-2019-2024\/europe-fit-digital-age\/digital-markets-act-ensuring-fair-and-open-digital-markets_en\"><span style=\"text-decoration: underline;\">European Commission: The Digital Markets Act: ensuring fair and open digital markets<\/span><br\/><\/a><\/li>\n\n\n\n<li><a href=\"https:\/\/customlytics.com\/de\/new-attribution-world\/\"><span style=\"text-decoration: underline;\">Customlytics Blog: It\u2019s the end of the attribution world as we know it (and we feel fine)<\/span><\/a><\/li>\n<\/ul>\n\n<ul class=\"wp-block-list\">\n<li><a href=\"https:\/\/customlytics.com\/de\/what-the-skad\/\"><span style=\"text-decoration: underline;\">Customlytics Blog: What the SKAd? The basic concepts of Apple\u2019s SKAdNetwork<\/span><\/a><\/li>\n<\/ul>\n\n<ul class=\"wp-block-list\">\n<li><a href=\"https:\/\/customlytics.com\/de\/aso-pua-fusion\/\"><span style=\"text-decoration: underline;\">Customlytics Blog: Learn the ASO-UA choreography to grow your app<\/span><\/a><\/li>\n<\/ul>\n","protected":false},"excerpt":{"rendered":"<p>Some see dramatic changes for the app economy, others a long overdue regulation of Big Tech. The digital world is arguing about the new EU initiatives<\/p>\n","protected":false},"author":18,"featured_media":13639,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"content-type":"","ocean_post_layout":"","ocean_both_sidebars_style":"","ocean_both_sidebars_content_width":0,"ocean_both_sidebars_sidebars_width":0,"ocean_sidebar":"0","ocean_second_sidebar":"0","ocean_disable_margins":"enable","ocean_add_body_class":"","ocean_shortcode_before_top_bar":"","ocean_shortcode_after_top_bar":"","ocean_shortcode_before_header":"","ocean_shortcode_after_header":"","ocean_has_shortcode":"","ocean_shortcode_after_title":"","ocean_shortcode_before_footer_widgets":"","ocean_shortcode_after_footer_widgets":"","ocean_shortcode_before_footer_bottom":"","ocean_shortcode_after_footer_bottom":"","ocean_display_top_bar":"default","ocean_display_header":"default","ocean_header_style":"","ocean_center_header_left_menu":"0","ocean_custom_header_template":"0","ocean_custom_logo":0,"ocean_custom_retina_logo":0,"ocean_custom_logo_max_width":0,"ocean_custom_logo_tablet_max_width":0,"ocean_custom_logo_mobile_max_width":0,"ocean_custom_logo_max_height":0,"ocean_custom_logo_tablet_max_height":0,"ocean_custom_logo_mobile_max_height":0,"ocean_header_custom_menu":"0","ocean_menu_typo_font_family":"0","ocean_menu_typo_font_subset":"","ocean_menu_typo_font_size":0,"ocean_menu_typo_font_size_tablet":0,"ocean_menu_typo_font_size_mobile":0,"ocean_menu_typo_font_size_unit":"px","ocean_menu_typo_font_weight":"","ocean_menu_typo_font_weight_tablet":"","ocean_menu_typo_font_weight_mobile":"","ocean_menu_typo_transform":"","ocean_menu_typo_transform_tablet":"","ocean_menu_typo_transform_mobile":"","ocean_menu_typo_line_height":0,"ocean_menu_typo_line_height_tablet":0,"ocean_menu_typo_line_height_mobile":0,"ocean_menu_typo_line_height_unit":"","ocean_menu_typo_spacing":0,"ocean_menu_typo_spacing_tablet":0,"ocean_menu_typo_spacing_mobile":0,"ocean_menu_typo_spacing_unit":"","ocean_menu_link_color":"","ocean_menu_link_color_hover":"","ocean_menu_link_color_active":"","ocean_menu_link_background":"","ocean_menu_link_hover_background":"","ocean_menu_link_active_background":"","ocean_menu_social_links_bg":"","ocean_menu_social_hover_links_bg":"","ocean_menu_social_links_color":"","ocean_menu_social_hover_links_color":"","ocean_disable_title":"default","ocean_disable_heading":"default","ocean_post_title":"","ocean_post_subheading":"","ocean_post_title_style":"","ocean_post_title_background_color":"","ocean_post_title_background":0,"ocean_post_title_bg_image_position":"","ocean_post_title_bg_image_attachment":"","ocean_post_title_bg_image_repeat":"","ocean_post_title_bg_image_size":"","ocean_post_title_height":0,"ocean_post_title_bg_overlay":0.5,"ocean_post_title_bg_overlay_color":"","ocean_disable_breadcrumbs":"default","ocean_breadcrumbs_color":"","ocean_breadcrumbs_separator_color":"","ocean_breadcrumbs_links_color":"","ocean_breadcrumbs_links_hover_color":"","ocean_display_footer_widgets":"default","ocean_display_footer_bottom":"default","ocean_custom_footer_template":"0","ocean_post_oembed":"","ocean_post_self_hosted_media":"","ocean_post_video_embed":"","ocean_link_format":"","ocean_link_format_target":"self","ocean_quote_format":"","ocean_quote_format_link":"post","ocean_gallery_link_images":"off","ocean_gallery_id":[],"footnotes":""},"categories":[66],"tags":[223,245],"class_list":["post-13641","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-mobile-industry-de","tag-app-marketing-de","tag-dma-de","entry","has-media"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>How Europe\u2019s new DMA rule could affect app marketing<\/title>\n<meta name=\"description\" content=\"The Digital Marketing Act will regulate so-called digital gatekeepers. 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