EU targets smart TVs and voice assistants in new digital competition crackdown
The EU is tightening its focus on digital competition, turning its attention to smart TVs and voice assistants. These technologies now play a central role in how people access content, raising concerns about market dominance. Media companies are pushing for stricter rules to ensure fair access and visibility on these platforms.
The debate comes as the EU enforces its Digital Markets Act (DMA), which already targets major tech firms for anti-competitive practices. Recent fines and regulatory moves suggest broader changes may be on the way for how digital markets operate.
The EU's Digital Markets Act includes a 'gatekeeper' framework to regulate platforms that control access to digital content. Media firms argue that smart TVs and voice assistants should fall under this classification, as they increasingly determine what users see and hear. Their concern is whether these systems limit fair competition by favouring certain services over others.
In January 2024, the EU ordered Google to stop prioritising its own services in search results and resolve conflicts in its advertising technology within 60 days. Meanwhile, Apple and Meta faced combined fines of 700 million euros for DMA violations, with Apple also under separate German investigation for restricting data access within its ecosystem. Google has since announced plans to require personal developer registration and digital signatures for all Android apps—including those from third-party stores—starting in September 2026, a move seen as maintaining control despite EU mandates for open app distribution.
The EU is now assessing whether existing rules need to be expanded to address long-term competition issues. Voice assistants and smart TVs have grown into key entry points for digital content, prompting questions about their market influence. While Google, Apple, and Meta have faced direct regulatory action, details on Amazon and Samsung's compliance preparations remain limited.
European media companies are calling for more consistent enforcement of competition laws. They argue that without stronger oversight, a few corporations could dominate how content is discovered and consumed. The EU's next steps will determine whether these technologies face stricter regulation under the gatekeeper framework.
The EU's push for stricter rules reflects growing concerns over how smart TVs and voice assistants shape digital access. If classified as gatekeepers, these platforms could face new obligations to ensure fair competition. The outcome will likely influence how major tech firms operate in Europe's digital markets going forward.
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