European legislation governing European Union lawmakers have agreed on a regulation to regulate online political advertising, particularly on social media. With this future legislative framework, Brussels seeks to restrict opinion manipulation through targeted advertising campaigns, a practice that has slipped through the legal net in the past.
Social media giants will be affected by this new European regulation
Five years ago, Meta, formerly Facebook, was accused of allowing several entities, including the analysis and consulting firm Cambridge Analytica, to access the personal data of several tens of millions of users of its platforms, including 87 million Facebook accounts, during the 2016 American elections. The company worked closely with Donald Trump in the care of his presidential campaign.
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To prevent other companies from being able to exploit user information on social networks, the European Union has decided to work on a law regulating political advertising, a first of its kind in the world. Technology giants such as Meta and Google will be affected by this new regulation. When it comes into force, this law will prevent them from broadcasting political advertising from entities outside the EU during the three months preceding an election or referendum in Europe.
Other provisions will be put in place to better regulate this type of online advertising, and make any operation more transparent. Legislators want Internet users to have access to all the information surrounding a sponsored political publication: amount paid, origin of funding, etc.
A database will have to be created by the digital giants for the occasion. It will make it possible to list all political advertising online over the last seven years. Also, political advertising based on profiling will be prohibited. Finally, it will no longer be possible to use characteristics such as religion, sexual orientation or ethnic origin to develop advertising campaigns.
If companies affected by this law do not comply with its measures, they may be fined up to 6% of the group’s annual global turnover. It took legislators a long time to come up with a version of the law that suited everyone, as the debates took longer than expected. Because of this, this regulation will not be applicable until 2025, after the European elections in May 2024.
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Amazon will let US Snapchat users buy some of its products directly from the social network. The two companies have struck a deal that sounds very aol mai llist similar to a recently announced partnership between the e-commerce giant and Meta.
Buy Amazon products directly from the Snapchat app
“For the first time, customers will be able to buy Amazon ads on Facebook and Instagram and checkout with Amazon without leaving the apps,” a company spokesperson said last week. According to Reuters, a similar feature will also be available on Snapchat, but only in the US for now.
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Users will be able to shop directly from Amazon’s Snapchat ads and checkout without even leaving the app.
The e-commerce specialist seems to have adopted a new strategy to maximize its offer, by teaming up with some of the most popular social networks in the world. Its advertising business has been growing nicely for several years. In the third quarter, it allowed it to generate $12.06 billion, an increase of 26% compared to the previous year.
Amazon wants to maximize its competitiveness
By teaming up with Meta and Snapchat, platforms focused on content discovery, Amazon will be able to improve in an area where it still falls short. Where it excels at helping shoppers find what they are looking for, it is less sharp at helping them discover new products.
These two agreements also suggest that Amazon is looking to make it easier to buy its products without going through its website. Expanding its reach could help it compete with fast-growing rivals like and. The Chinese app recently launched Shop in the U.S.
