The European Commission announced that Apple and Meta have been fined €500 million and €200 million, respectively, for violating the Digital Markets Act (DMA).
The Commission found that Apple breached its anti-steering obligations by restricting app developers from informing customers about cheaper alternatives outside the App Store. Under the DMA, app developers must be able to guide consumers to external offers free of charge. The Commission concluded that Apple’s restrictions were neither objectively necessary nor proportionate and ordered the company to remove these barriers within 60 days.
Meta was penalized for its “consent or pay” advertising model, introduced in March 2024. Under this model, users in the EU had to either consent to the combination of their personal data across services for personalized ads or pay a subscription fee to avoid ads altogether. The Commission ruled that this setup did not provide users a genuine alternative using less personal data, violating their right to freely consent under the DMA.
Both decisions mark the Commission’s first non-compliance findings under the DMA, a landmark law aimed at ensuring fair digital markets across Europe.
Executive Vice-President Teresa Ribera emphasized the significance of the action, saying, “Today’s decisions send a strong and clear message. The Digital Markets Act is a crucial instrument to unlock potential, choice, and growth.”
Meta has since introduced a revised ad model, which the Commission is currently reviewing. Apple, meanwhile, had earlier addressed separate concerns about user choice obligations proactively, leading to the closure of a related investigation.
Failure to comply within the given timeframe could expose both tech giants to additional penalties. The Commission stressed that it remains committed to enforcing the DMA to protect European consumers and businesses.
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