The new version of the DSA (Digital Services Act), set to come in force before the end of the year, could force tech giants like Amazon, Apple, Facebook and Google to share customer data with their smaller rivals.

It will update the rules and guidelines first set out over twenty years ago, when many of the biggest players in the industry didn’t even exist.

It’s stated aims are to clearly define tech giants’ responsibilities within the EU and to it’s citizens, especially around the use of personal data, how they deal with illegal activity within their platforms and to prevent them giving preferential treatment to their own services within their respected platforms.

Thierry Breton, EU commissioner, commented last month to say the proposed updates to the Digital Services Act would only be used in extreme situations but could include measures that could break up technology giants, or force them to sell certain aspects of their operations to continue operating in the EU.

There is a feeling from end users of these platforms that they are too big to care.

Thierry Breton - EU commissioner

Although nothings been confirmed, the DSA may also stop firms pre-installing their own software on devices (such as phones or tablets) within the borders of the EU, as well preventing them from forcing third-party manufactures from exclusively pre-installing their software as well.

The draft of the legislation, at the moment, contains text that would stop large ‘gatekeeper platforms’ from being able to use data they’ve amassed on individuals unless they’re also prepared to share that data with other, smaller companies. It could also stop them from blocking their competitors that offer similar products on their own services, platforms, or sites.

Finally, it’s possible that they might have to have their advertising metrics and reporting practises scrutinised annually by an EU regulatory body.

As we look to the future, it's important that regulation keeps pace with change, and Google supports Europe's effort to create a more responsible, innovative and helpful internet for everyone. Well-designed regulation gives consumers confidence that their interests are being protected as they shop, search and socialise online. It also provides businesses with protection from opaque or unfair practices.