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Digital Markets Act

The Digital Markets Act (DMA) is a European Union regulation that sets rules to ensure fair and contestable digital markets. It targets large online platforms called "gatekeepers" that control access between businesses and users, preventing them from abusing their market power and promoting competition in the digital sector.

Legal Basis

"This Regulation lays down harmonised rules ensuring contestable and fair markets in the digital sector across the Union where gatekeepers are present."

— Article 1, Regulation (EU) 2022/1925 (Digital Markets Act)

Why It Matters

The Digital Markets Act is relevant to political advertising because large online platforms often serve as the primary channels for disseminating political messages. Gatekeepers designated under the DMA—such as major search engines, social networks, and app stores—must comply with obligations that can affect how political advertising is delivered, targeted, and displayed to users.

For providers of political advertising services, the DMA's requirements around self-preferencing, data combination, and interoperability may impact advertising strategies and platform access. Political actors and sponsors should be aware that DMA obligations can influence which platforms are available, how ads are distributed, and what data can be used for targeting.

The DMA complements the Regulation on Political Advertising (TTPA) by addressing the structural market power of platforms, while TTPA focuses specifically on transparency and targeting rules for political ads. Together, these regulations create a more accountable digital advertising ecosystem for democratic processes.

Key Points

  • Applies to "gatekeepers": Large platforms meeting specific thresholds for users, revenue, and market position in at least three EU Member States
  • Prevents unfair practices: Prohibits self-preferencing, tying services, and using business users' data to compete against them
  • Promotes interoperability: Requires gatekeepers to allow third-party services to work with their platforms
  • Enforcement by the Commission: The European Commission has direct enforcement powers with fines up to 10% of global turnover
  • Covers core platform services: Includes online search engines, social networks, video-sharing platforms, messaging services, and online advertising services
  • Mandatory compliance: Gatekeepers must implement measures to ensure contestability and fairness, with no opt-out provisions

Digital Markets Act vs. Digital Services Act

While both are EU regulations governing online platforms, the Digital Markets Act focuses on preventing anti-competitive behavior by large gatekeepers, whereas the Digital Services Act (DSA) addresses illegal content, transparency, and systemic risks including those affecting electoral processes.

The DMA is about market structure and competition—ensuring gatekeepers don't abuse their position. The DSA is about content governance and user safety—requiring platforms to moderate illegal content and mitigate risks to democracy, including through political advertising transparency.

For political advertising, the DMA affects which platforms dominate the market and how they operate, while the DSA (alongside TTPA) governs transparency, labeling, and risk mitigation for political ads specifically.

Related Terms

Digital Markets Act: Core Facts

Status
Active Definition
Verified
2026-03-07

Related

Very transparent. Every political ad will be labelled, linked to a transparency notice with detailed information, and online ads will be searchable in a central European repository.
The Network coordinates election-related cooperation between member states. National contact points for TTPA enforcement should be members of this network where possible.
Election campaigns will need to ensure all paid advertising includes proper labels and transparency notices. Sponsors must be prepared to provide required information to all service providers.
Several major platforms currently do not allow paid political advertising, including some large social networks. This limits where political actors can place paid online advertisements.
The TTPA applies from 10 October 2025. Member States had until 10 April 2025 to designate competent authorities, and the Commission must provide label templates by 10 July 2025.
Publishers must ensure completeness and accuracy of certain information but are not required to verify all sponsor claims. They must correct manifestly erroneous information when they become aware of it.
Yes. When a hosting provider and a website both display an ad, both are considered publishers with responsibility for their specific services. Contracts should clarify how they share compliance duties.
If a publisher removes or disables access to a political ad due to illegality or terms violations, they must still provide access to the transparency information for the full seven-year retention period.