European Union prepares that personalized ads cannot be made by religion or gender
The European Union hopes to introduce a law that will force big tech companies to police their platforms more aggressively for illegal content and personalized ads. They hope to regulate the practice of targeting online users based on their religion, gender or sexual preferences, which will be prohibited under the Digital Services Act.
The Digital Services Act is a legislative package that establishes, for the first time, rules on how large technology companies must maintain the security of users online. It will also prohibit manipulation techniques that lead users to unintentionally click on internet content, known as dark patterns.
The EU wants you not to be sent ads based on your religion or gender
Margrethe Vestager, the EU's executive vice-president in charge of digital policy, said she was hopeful of a breakthrough on Friday. She added that the Digital Services Agreement (DSA) will allow regulators to take action to ensure users can be safe online, buy products, and express themselves. As part of the agreement, children will be subject to new safeguards , requiring platforms to explain their terms and conditions in a way a child can understand, and prohibiting them from targeting children with advertising under the new rules.
Regulators will also include an emergency mechanism to compel platforms to disclose what measures they are taking to combat misinformation . Large tech companies will have to fund oversight fees to ensure they are fulfilling their obligations to monitor the internet.
Search engines will also be affected by the new regulations. They will have to assess and mitigate risks when users spread misinformation on their search platforms . Regulators expect an agreement on Friday, but some anticipate last-minute changes.
The European Union is expanding and detailing the set of laws it hopes to introduce to regulate the enormous influence of large technology companies. They believe these companies wield significant power and must use it responsibly. Their role as the top international regulator, given that their MEPs are widely distributed across one of the world's largest trading territories, allows them to enact laws and regulations. Due to the vast size of the EU, changes may need to be implemented across all member states to unify the operation of social networks and search engines without segregating users.
Source: ArsTechnica
