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Meta Hit with EUR 798 Million Fine by EU for Abuse of Classified Ads Market Dominance

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Meta Platforms Inc. has been fined €798 million ($841 million or approximately ₹7,100 crore) by European Union regulators for violating antitrust laws, marking the tech giant’s first-ever penalty for EU antitrust violations. The fine stems from Meta’s practice of tying its Facebook Marketplace service to its broader social media platform, Facebook. This decision is a significant step in the EU’s ongoing efforts to regulate big tech companies and ensure fair competition in the digital marketplace.

The European Commission’s ruling requires Meta to cease its practice of forcing users to access Facebook Marketplace through the Facebook platform, thereby eliminating unfair advantages over competing online classified ad services. The decision also mandates that Meta stop imposing trading conditions that hinder other classified ad platforms, effectively allowing more competition in the second-hand goods market. EU antitrust chief Margrethe Vestager emphasized that Meta’s actions had harmed rivals and restricted consumer choice.

In her statement, Vestager stated, “Meta tied its online classified ads service Facebook Marketplace to its personal social network Facebook and imposed unfair trading conditions on other online classified ads service providers.” The Commission found that Meta used its dominant position in social media to promote Facebook Marketplace, disadvantaging competitors in the online classified ads space. This move, according to the EU, unfairly benefited Facebook Marketplace at the expense of rivals, such as eBay and other local classified ad platforms.

This fine highlights the European Union’s commitment to regulating the behavior of large technology companies, particularly when it comes to market dominance and anti-competitive practices. Meta now faces the challenge of restructuring its Marketplace service to comply with the EU’s ruling and avoid further penalties. As the case continues to evolve, the EU’s regulatory approach may serve as a precedent for similar investigations into other tech giants with a significant market presence.

Meta to Reduce Personalized Ads in Europe in Response to Regulatory Pressure

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Meta Platforms has announced a major change to its advertising model for Instagram and Facebook users in Europe. In an effort to comply with growing regulatory pressures, the tech giant revealed that it will allow users to opt for “less personalized ads.” This new policy, set to roll out in the coming weeks, will offer users in the European Union (EU) an alternative to the highly-targeted ads that have been a staple of Meta’s platforms for years.

Under this revised model, EU users will be able to select ads based on the “context” of their current session on the platform, meaning that the ads will be relevant to the content a user is viewing at the moment. These ads will be less personalized than the data-driven ones that Meta typically displays, which are tailored to users based on their activity, interests, and behaviors. In addition to this contextual targeting, the ads will still consider basic demographic information such as age, gender, and location, with some ads being unskippable for a few seconds.

The company also plans to lower the cost of its ad-free subscription service by approximately 40% for users in Europe, providing an incentive for those who prefer to avoid ads entirely. This subscription service will continue to be available, giving users an alternative option for a more customized, ad-free experience.

This move from Meta comes in response to increasing scrutiny from European regulators who are intensifying their efforts to rein in the influence of Big Tech. The European Union has introduced measures such as the Digital Markets Act (DMA) to promote fair competition and curb anti-competitive practices in the tech industry. Meta’s decision to adjust its advertising practices is seen as an attempt to comply with these regulations and to address concerns about privacy and data collection.

Disney Implements New AI-Backed Advertising Tool for Disney+ and Hulu Ads

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In the first quarter, the ad-supported version of Disney+ reportedly garnered the interest of over 1,000 advertisers. Devamını Oku