Google promises more ad transparency with new EU rules

Google plans to improve transparency in targeted ads and researcher data access in line with the Digital Services Act (DSA) implementation.

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To adhere to the European Union’s online content standards, Google, an Alphabet unit, announced plans on 24 August to enhance transparency in targeted ads and strengthen researcher data access. The company will also refine reporting, appeals systems, and content moderation insights to align with the EU requirements.

This move anticipates the Digital Services Act (DSA) taking effect on 25 August, which will enforce stricter measures against harmful content. The DSA’s reach extends to major entities like Meta, Microsoft, Pinterest, and others, necessitating more robust actions against child sexual abuse content and illicit products. This step showcases the industry’s commitment to safer online environments and compliance with evolving regulations.

To comply with DSA requirements and offer targeting data for advertising in the European Union, Google’s vice president of trust and safety, Lori Richardson, announced plans to expand the Ad Transparency Center, a worldwide searchable repository of advertisers across all their platforms. She highlighted that researchers researching Google Search, YouTube, Maps, Play, and Shopping will have better access to data thanks to the expansion.

Why does it matter?

The significance of these developments lies in their proactive response to the European Union’s online content standards and the impending implementation of the Digital Services Act (DSA). Google’s commitment to enhancing transparency in targeted ads and facilitating broader researcher data access aligns with the EU requirements and sets a precedent for the industry. By expanding the Ad Transparency Center and improving data accessibility, Google showcases a dedication to fostering a safer digital landscape, where compliance with evolving regulations ensures a more accountable and secure online experience for users across the European Union.