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Context: Since the Digital Markets Act (DMA) and Digital Services Act (DSA) came into force, Big Tech companies have had to fundamentally rethink their services and their approach toward European users. This article analyses the concrete changes observed: The monetisation of previously free services The rise of advertising and algorithms shaping our choices Data management and localisation Consequences for users and businesses
Table of Contents
- 🔍 Introduction
- 📖 Key Definitions
- 📜 I. Europe vs Big Tech
- └─ Grievances overview
- 👤 II. Your daily life, impacted
- └─ Browser & Search
- └─ YouTube
- └─ Streaming
- 🔌 III. Technical Analysis
- └─ APIs & Interoperability
- └─ Data Sovereignty
- 📉 IV. Strategy: Enshittification
- 🛡️ V. Act: Alternatives & Tips
- 🏁 Conclusion
- 🔍 Verified Sources
- ✍️ About
EU vs Big Tech: DMA/DSA Impacts 2026 Guide
Context: Since the Digital Markets Act (DMA) and Digital Services Act (DSA) came into force, Big Tech companies have had to fundamentally rethink their services and their approach toward European users.
This article analyses the concrete changes observed:
Key Definitions
DSA (Digital Services Act): Strengthens algorithmic transparency, illegal content moderation and user protection.
I. Europe vs Big Tech: a long-running tension
The tensions between Europe and Big Tech are nothing new. From the early 2000s, the European Commission scrutinised Microsoft for abuse of dominant position. In the 2010s, Google was targeted over its price comparison service, Amazon over its treatment of third-party sellers, and Meta over the Cambridge Analytica scandal. The major turning point was the GDPR in 2016, followed by the DMA and DSA in 2022-2023. Since April 2025, enforcement has become concrete: the Commission imposed its first significant fines — Apple (€500M) and Meta (€200M) — for DMA breaches, marking the start of a reinforced enforcement phase continuing in 2026.
Overview of European grievances against Big Tech
| Company | Main grievances | Fines / Decision | Period |
|---|---|---|---|
| Microsoft | Abuse of dominant position (Windows Media Player, IE) | +€2.2Bn | 2004-2013 |
| Google Shopping self-preferencing, Android, AdSense | >€8Bn | 2017-2019 | |
| Apple | E-book price fixing, Irish tax rulings, App Store practices | €13Bn to repay | 2013-2024 |
| Meta | Cambridge Analytica, Privacy Shield, Marketplace abuse | Multiple fines | 2018-2024 |
| Amazon | Third-party seller data, abusive clauses, tax practices | Fines + injunctions | 2019-2025 |
| All | Non-compliance with DMA/DSA: interoperability, moderation | Ongoing investigations | 2024-2026 |
II. Your daily life, impacted
Before the technical analysis, here is how these regulations translate into real habits — on PC, Mac, smart TV and smartphone.
Email — Gmail & Outlook/Live.com
| Context | What changed |
|---|---|
| Gmail (PC browser) | Promotional tab ad inserts are now clearly labelled as advertisements — DSA obligation. |
| PC & mobile | Data portability enforced: full export via Google Takeout or Microsoft Export in a few clicks. |
| Email content | Google officially stopped analysing email content to target ads (2023). Cross-signal correlations persist. |
| Third-party clients (PC) | Thunderbird, ProtonMail Bridge: IMAP/JMAP progressive opening — not yet fully complete in 2026. |
YouTube — The ad blocker war
| Context | What changed |
|---|---|
| PC (browser) | Server-side ad injection: ads are embedded directly in the video stream. uBlock Origin (Firefox, advanced mode) remains partially effective. |
| Smart TV | No blocker available on native YouTube apps (LG, Samsung, Android TV). Google's strongest hold. |
| Mobile | Brave natively blocks YouTube ads on Android and iOS. |
| Transparency (DSA) | "Why this video?" button now mandatory — explanations remain vague in practice. |
| Premium (all) | Background play and downloads removed from free tier. €13.99/month subscription now quasi-essential. |
Streaming — Netflix, Prime, Disney+
| Change | Detail |
|---|---|
| Account sharing ban | Ended across all platforms and devices. Revenue per subscriber up 18–23% according to analysts. |
| Ad-supported tier | Cheaper plans with ads on PC, TV and mobile. 30% of new French subscribers in 2026. |
| Amazon Prime | +43% price increase in Europe (2022-2026). PC and TV interface deliberately mixes included content with paid rentals. |
| DSA moderation | Reinforced automated filtering: documented false positives on historical films and documentaries. |
III. Technical Analysis: APIs, Interoperability and Data
For advanced users and developers, here is what the DMA has concretely changed in Big Tech infrastructure.
APIs and Interoperability
| Company | API changes | Developer impact |
|---|---|---|
| Search & Shopping APIs opened to comparators, specific bidding. | Data access available, but API fees apply. | |
| Apple | NFC APIs, alternative app distribution, alternative browser engines on iOS (EEA). | More freedom, subject to notarization requirements. |
| Meta | Interoperable messaging APIs (WhatsApp, Messenger) with encryption. | Third-party integration possible — metadata limited. |
| Amazon | More transparent marketplace APIs for third-party sellers. | Better sales data access, increased fees. |
| Microsoft | Office 365 and Teams APIs opened to competitors. | Easier integration, persistent Azure dependency. |
Apple Focus (EEA): Since iOS 17.4+, Apple allows alternative browser engines to WebKit, NFC access for third-party payments, and multiple distribution modes outside the App Store — alternative marketplaces and direct web distribution (iOS 17.5+). All modes are governed by a reinforced notarization process. Apple EEA documentation
Data Sovereignty: location ≠ control
What network tools reveal (traceroute, BGP)
| Proof / Provider | Data location | Governance | SecNumCloud |
|---|---|---|---|
| mtr (latency) | Europe | Control plane US | — |
| Google Cloud | Paris region | Google US | Pending (S3NS) |
| AWS | Frankfurt, Paris | Amazon US | Not engaged |
| Azure | France Central | Microsoft US | Awaiting qualification |
| OVHcloud | Gravelines, Strasbourg | OVH FR | Qualified ✓ |
Key takeaways
IV. Understanding the strategy: Enshittification in 2026
Our dedicated article covers the full mechanism. In short: Big Tech companies progressively degrade their free services to monetise more. The DMA forces platforms to reopen — but companies respond by directly charging users for what they can no longer monetise otherwise.
"The DMA forces Big Tech to reopen their platforms, which pushes them to directly charge the user."
Concrete examples are visible in the Section II cards: YouTube Premium now quasi-essential, Amazon Prime up 43%, Meta Verified to access support. Sovereignty has a cost — and you're the one paying it.
V. Act: Alternatives and Best Practices
For everyday users
- Browser: Install Firefox (PC & mobile) or Brave — effective blockers included or available.
- Search engine: Use the DMA selection screen to try Ecosia or DuckDuckGo.
- Privacy: Check the "Privacy" menus in your apps — DSA options are now more accessible.
- Streaming: Arte, France.tv and ZDF Mediathek — free, no targeted ads, on PC and TV. ※ Adapt to your region: look for your local public broadcasters (BBC iPlayer, ARD, RTBF, RTE…).
For advanced users
- Open APIs: Explore new DMA APIs (iOS NFC, Google Search) for your projects.
- Data flows: Wireshark helps verify your data stays within European regions.
- Sovereign cloud: For sensitive data, prefer SecNumCloud-certified (ANSSI) offerings.
- Participation: Contribute to DMA delegated act public consultations — your expertise matters.
- Sovereignty: Follow the Digital Sovereignty Observatory and the Digital Resilience Index launched in January 2026. ※ French initiative — check the equivalent in your country (ENISA for the EU, BSI for Germany, NCSC for the UK…).
Available alternatives in 2026
| Use case | Alternative | PC | Mobile | TV | Free | Level |
|---|---|---|---|---|---|---|
| Ad-blocking browser | Firefox + uBlock Origin | Intermediate | ||||
| Ad-blocking browser | Brave (native blocker) | Beginner | ||||
| Search engine | DuckDuckGo / Ecosia / Qwant | Beginner | ||||
| Private email | ProtonMail / Tuta | freemium | Beginner | |||
| Email alias | SimpleLogin | freemium | Intermediate | |||
| YouTube ad-free | NewPipe (Android, F-Droid) | Intermediate | ||||
| YouTube ad-free | FreeTube (desktop client) | Intermediate | ||||
| Video streaming | Arte.tv | Beginner | ||||
| Video streaming | France.tv / ZDF Mediathek | Beginner | ||||
| Cloud storage | Infomaniak kDrive / OVHcloud | freemium | Beginner | |||
| Maps | OpenStreetMap / OsmAnd | Beginner |
Conclusion
Find our in-depth analyses on safeitexperts.com.
Verified Sources
| Source | Organisation | Contribution |
|---|---|---|
| IRIS (2025) | Institute for International and Strategic Affairs | Trump-EU geopolitics and DMA tensions |
| FT / Bruegel (2025) | Financial Times / Bruegel Think Tank | Economic rationale for targeting Big Tech |
| Apple Official (2024) | Apple Newsroom / Business Wire | Technical iOS changes for DMA compliance |
| Politico EU (2025) | Politico Europe | Big Tech lobbying strategies in Brussels |
| SafeITExperts (2026) | SafeITExperts | Big Tech enshittification — detailed figures |
| DMA Fines — Apple & Meta (2025) | European Commission | Apple €500M and Meta €200M sanctions |
| Apple DMA EEA (2024) | Apple Developer | iOS changes in the European Economic Area |
| ANSSI SecNumCloud (EN) | ANSSI — French Cybersecurity Agency | Official list of qualified cloud offerings |
| Digital Networks Act (2026) | European Commission | New telecoms framework and network sovereignty |
Share your experience
Have you noticed other changes since the DMA came into force? Share your experience in the comments or on social media with the hashtag #SafeITExperts.