Google announces user-centric data control in EU to ensure DMA compliance

Google introduces user data control to ensure its compliance with the EU Digital Market Act. Namely, the company will allow EU users to unlink and control shared data.
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Following the application of the new the EU Digital Market Act ( DMA adopted in 2022 and became applicable in May 2023 with the application of its obligation in March 2024), Google has announced a significant change for it EU users.

Namely users in the EU will be given the opportunity to decide how much data they are willing to share with the various services offered by Google. According to the new policy, users will have the flexibility to decide how different services are connected. They can either link all the mentioned services, keep them all unlinked, or selectively choose which specific services ywant to be connected. Essentialy, the aim is to give EU users control over the linking preferences of various services. Enabling the “unlink” option would prevent Google from using a person’s activities to provide more precise and targeted ads across their various services.

The seven different services that the users will be able to unlink are as follows: 

  • YouTube,
  • Search,
  • Ad services,
  • Google play,
  • Chrome,
  • Google shopping, and
  • Google Maps.

However, it is important to note that the unlink option will only be available between these different services. Meaning that the information collected can be shared with third parties and other Google offerings that share information. Furthermore, the unlink option will only apply to marketing user data (i.e.,, for more specific ads), not for fraud or protection against abuse. 

Why does it matter?

Google users employ the company’s services, leading to the commercial reuse of data linked to their activities without providing users the autonomy to choose in this regard. Thanks to the EU’s DMA, it is anticipated that users on the web will experience greater freedom. This regulation aims to empower EU users with more control over the utilization of their information and activities by web companies, including Google.

At the same time, as The Verge reported, this move may have users choose between privacy and convenience. Namely, if users unlink, the option would throw off users’ personal recommendations on Google’s services.