{"id":13784,"date":"2022-09-07T13:12:22","date_gmt":"2022-09-07T13:12:22","guid":{"rendered":"https:\/\/customlytics.com\/how-europes-new-dsa-rule-could-affect-app-marketing\/"},"modified":"2022-09-08T09:08:45","modified_gmt":"2022-09-08T09:08:45","slug":"how-europes-new-dsa-rule-could-affect-app-marketing","status":"publish","type":"post","link":"https:\/\/customlytics.com\/de\/how-europes-new-dsa-rule-could-affect-app-marketing\/","title":{"rendered":"How Europe\u2019s new DSA rule could affect app marketing"},"content":{"rendered":"\n<h3 class=\"wp-block-heading\"><strong>Author: Steffen Meyer, Mobile Marketing Content Specialist<\/strong><\/h3>\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n<p>The European Union\u2019s law initiatives for the digital world are one of the &#8222;most sweeping legislation in years\u201c, according to none other <a href=\"https:\/\/twitter.com\/accountabletech\/status\/1517267407194238980\" target=\"_blank\" rel=\"noreferrer noopener\"><span style=\"text-decoration: underline;\">than former US president Barack Obama<\/span>.\u00a0<\/a><\/p>\n\n<p>When you have read <a href=\"https:\/\/customlytics.com\/de\/eu-law-dma\/\" target=\"_blank\" rel=\"noreferrer noopener\"><span style=\"text-decoration: underline;\">our blogpost about the Digital Markets Act (DMA)<\/span><\/a>, you will probably agree that the DMA is indeed very sweeping: The legislation will prescribe so-called digital gatekeepers like Google and Apple to share data, to allow external payment systems and to treat all apps as equals.<\/p>\n\n<p>Quite sweeping as well is its sibling, the <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\" target=\"_blank\" rel=\"noreferrer noopener\"><span style=\"text-decoration: underline;\">Digital Services Act (DSA)<\/span><\/a>. While it focuses more on user protection than gatekeeper regulation, it will have consequences for app marketing as well. This is especially true for Article 24 which concerns digital advertising.<\/p>\n\n<div style=\"height:25px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n<h2 class=\"wp-block-heading\">Marketers, look closely at Article 24 of the DSA<\/h2>\n\n<p>In the <a href=\"https:\/\/eur-lex.europa.eu\/legal-content\/en\/TXT\/?qid=1608117147218&amp;uri=COM%3A2020%3A825%3AFIN\"><span style=\"text-decoration: underline;\">original draft by the European Commission<\/span><\/a>, Article 24 consisted only of one paragraph and three bullet points, outlining new advertising transparency rules.<\/p>\n\n<p>Then the bill went into the European Parliament, and for its parties, this wasn\u2019t enough.\u00a0<\/p>\n\n<p>After a lot of debating, they adapted some amendments, so<br\/><a href=\"https:\/\/www.europarl.europa.eu\/RegData\/seance_pleniere\/textes_adoptes\/definitif\/2022\/07-05\/0269\/P9_TA(2022)0269_EN.pdf\"><span style=\"text-decoration: underline;\">Article 24 not only got longer but gained the whole new Articles 24b, c, d and e<\/span><\/a>, establishing extensive rules and bans.\u00a0 Let\u2019s go through the most important passages for digital marketers from top to bottom.<\/p>\n\n<p><strong>Article 24 (1) is about advertising transparency: <\/strong><br\/>All online platforms have to clearly mark advertisements as such and present who paid for them. Additionally, platforms need to explain why users see these ads and inform them on how to change these underlying parameters.<\/p>\n\n<p>For marketers, this could mean more and more people could opt-out from data tracking, making it harder to personalize, segment and target.\u00a0<\/p>\n\n<p><strong>Article 24 (3) forbids the use of \u201csensitive data\u201d for targeted advertising.<\/strong> <br\/>As defined by Article 9 (1) of the General Data Protection Regulation (GDPR) <br\/>this means no profiling via<\/p>\n\n<ul class=\"wp-block-list\"><li>racial or ethnic origin\u00a0<\/li><\/ul>\n\n<ul class=\"wp-block-list\"><li>political opinions<\/li><\/ul>\n\n<ul class=\"wp-block-list\"><li>religious or philosophical beliefs<\/li><\/ul>\n\n<ul class=\"wp-block-list\"><li>trade union membership<\/li><\/ul>\n\n<ul class=\"wp-block-list\"><li>genetic data, biometric data for the purpose of uniquely identifying a natural person\u00a0<\/li><\/ul>\n\n<ul class=\"wp-block-list\"><li>data concerning health\u00a0<\/li><\/ul>\n\n<ul class=\"wp-block-list\"><li>data concerning a natural person\u2019s sex life or sexual orientation.<\/li><\/ul>\n\n<p>While the processing of this data was already prohibited by the GDPR, it\u2019s now clear that employing it will be as well.\u00a0<\/p>\n\n<p><strong>Article 24a prescribes substantial algorithm transparency. <\/strong>Online platforms need to explain in their terms and conditions the \u201cmain parameters used in their recommender systems\u201d and how to modify them as users. They have to do this in \u201cplain and intelligible language\u201d.<\/p>\n\n<p>This may turn the often ignored terms and conditions into something worth reading. Especially digital marketers should study them intensively, looking for clues to align their strategy with the algorithms.<\/p>\n\n<p><strong>Article 24b is about the protection of minors, most significantly banning targeted advertising on children: <\/strong>When online platforms \u201care aware with reasonable certainty that the recipient of the service is a minor\u201d the platform will be required by law to prevent advertising to these particular users.<\/p>\n\n<p>Since Google and Apple already have certain restrictions on the commercial use of minors\u2019 data, this probably won\u2019t change much in their ecosystems, while other platforms have to adapt.\u00a0<\/p>\n\n<p><strong>Articles 24c, d and e are titled \u201ctraceability of traders\u201d, \u201ccompliance by design\u201d and \u201cright to information\u201d, <\/strong>which are more of concern to online transactions. If you want to know more about this, <a href=\"https:\/\/www.europarl.europa.eu\/RegData\/seance_pleniere\/textes_adoptes\/definitif\/2022\/07-05\/0269\/P9_TA(2022)0269_EN.pdf\"><span style=\"text-decoration: underline;\">have a look here from page 193 onwards<\/span>.<\/a><\/p>\n\n<div style=\"height:25px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n<h2 class=\"wp-block-heading\">What happens next?<\/h2>\n\n<p>The bill\u2019s next stop will be the European Council, where the member states will probably make some amendments, too. So nothing\u2019s set in stone yet. We will follow the process closely and update you on any news.\u00a0<\/p>\n\n<p>Until then, study <a href=\"https:\/\/customlytics.com\/de\/marketing-master-map\/\"><span style=\"text-decoration: underline;\">our free Marketing Master Map<\/span><\/a> and <a href=\"https:\/\/www.linkedin.com\/company\/customlytics\/\"><span style=\"text-decoration: underline;\">follow us on LinkedIn.<\/span>\u00a0<\/a><\/p>\n\n<p><em>\ud83d\udca1 Knowledge sharing is at the core of what we do. Sign up for our <\/em><a href=\"https:\/\/customlytics.com\/newsletter-sign-up\/\"><em><span style=\"text-decoration: underline;\">newsletter<\/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\"><li><a href=\"https:\/\/customlytics.com\/de\/eu-law-dma\/\"><span style=\"text-decoration: underline;\">Customlytics Blog: How Europe\u2019s new DMA rule could affect app marketing<\/span><\/a><\/li><\/ul>\n\n<ul class=\"wp-block-list\"><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;\">European Commission: The Digital Services Act: ensuring a safe and accountable online environment<\/span><\/a><\/li><\/ul>\n\n<ul class=\"wp-block-list\"><li><a href=\"https:\/\/customlytics.com\/de\/new-attribution-world\/\"><span style=\"text-decoration: underline;\">It\u2019s the end of the attribution world as we know it (and we feel fine)<\/span><\/a><\/li><\/ul>\n","protected":false},"excerpt":{"rendered":"<p>The European Union\u2019s law initiatives for the digital world are one of the &#8222;most sweeping legislation in years\u201c, according to none other than former US president Barack Obama<\/p>\n","protected":false},"author":1,"featured_media":13740,"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":[],"class_list":["post-13784","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-mobile-industry-de","entry","has-media"],"yoast_head":"<!-- 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