Pressure is growing on the European Commission to tighten oversight of the Digital Markets Act (DMA), with smaller tech rivals warning that weak or slow enforcement lets “gatekeepers” delay compliance and restrict competition. The debate comes as regulators have already issued major DMA decisions against Apple and Meta, while ongoing procedures and broader concerns—spanning interoperability, self-preferencing, and digital advertising explain why calls for stronger action are getting louder.
Rivals push for faster enforcement
Rivals of major technology firms have criticised the European Commission for what they describe as weak DMA enforcement, saying slow procedures and limited transparency undermine the law’s impact. Feedback gathered during a Commission consultation raised concerns about delaying tactics, interface designs that restrict user choice, and strategies that may circumvent the rules for designated gatekeepers. Smaller tech firms have also argued that enforcement lacks urgency in areas such as self-preferencing, data sharing, interoperability, and digital advertising markets.
The Digital Markets Act entered into force in March 2024, and it triggered multiple non-compliance investigations into Apple, Meta, and Google, according to the consultation-focused update. That same update says Apple and Meta have already faced fines, follow-up proceedings remain ongoing, and Google has not yet received sanctions.
Apple and Meta get first DMA penalties
The European Union fined Apple €500 million and Meta €200 million after finding both companies breached the DMA, according to a report that said these were the first penalties issued under the law. The Commission’s case against Apple focused on the conclusion that developers distributing apps through Apple’s App Store could not freely inform customers about alternative offers outside the App Store because of restrictions imposed by Apple. As part of its decision, the EU ordered Apple to remove technical and commercial restrictions related to app “steering.”
Meta was investigated over its “pay or consent” model, which required users either to pay or to consent to personalised ads based on personal data. The Commission concluded the model did not comply with the DMA because it did not provide a choice for a service using less personal data and did not allow users to freely consent or reject the combination of their personal data.
Teresa Ribera, the EU’s executive vice-president for Clean, Just and Competitive Transition, said the decisions sent “a strong and clear message,” calling the DMA a crucial tool to promote choice and fair markets. Henna Virkkunen, the executive vice-president for Tech Sovereignty, Security and Democracy, said free business and consumer choice is central to the DMA, including control over when and how data is used and the ability for businesses to communicate with customers.
Compliance deadlines and ongoing risks
A separate Tech Policy Press analysis said the Commission issued its first DMA non-compliance decisions on April 23, 2025, finding Apple and Meta non-compliant and fining them €500 million and €200 million, respectively. That analysis said Apple and Meta were given 60 days to comply with the Commission’s decisions and could face periodic penalty payments if they do not comply. It also noted the Commission closed its investigation into Apple’s user choice obligations after “constructive dialogue,” while issuing further preliminary findings of non-compliance that signaled Apple could face additional decisions later.
On Apple, the Tech Policy Press analysis said the Commission concluded Apple failed to give App Store developers freedom to inform customers “free of charge” about alternative offers outside the App Store, steer them to those offers, and allow purchases, and it found Apple had not shown the restrictions were objectively necessary and proportionate. The same analysis said the Commission ordered Apple to remove technical and commercial restrictions on steering and to avoid continuing similar conduct in the future.
On Meta, the analysis said the Commission found Meta’s earlier binary “pay or consent” option non-compliant during the period between March 2024 (when DMA obligations became binding) and November 2024 (when Meta introduced a new ads model). It also said the Commission is still assessing Meta’s newer option and continuing dialogue with the company while requesting evidence of how the new ads model works in practice.
Google scrutiny broadens in 2025
A March 2025 DMA “roundup” said the Commission preliminarily found Alphabet was self-preferencing its own products in Google Search and also preliminarily found Alphabet was preventing app developers from steering customers to cheaper offers and alternative distribution channels in Google Play. The roundup said that on March 19, 2025, the Commission informed Alphabet of its preliminary view that certain Google Search features treated Alphabet’s services more favorably, and it listed areas such as shopping, hotel booking, transport, financial, and sports results.
The same roundup said Alphabet could face a non-compliance decision and risk fines of up to 10% of a gatekeeper’s total worldwide turnover, or 20% for repeated infringements, if issues persist. It also described the Commission’s concerns about Google Play rules that can prevent developers from freely steering users, and it outlined the Commission’s view that some fees Alphabet charges go beyond what is justified.
Separately, Euronews reported that in April regulators fined Apple and Meta under the DMA following a year-long investigation, and it said the Commission concluded Apple was preventing developers from freely communicating with consumers while Meta’s model forced users to give up personal data unless they paid a subscription. Euronews also reported that the Commission opened a formal antitrust investigation on December 9 into Google’s use of online content to train AI models and produce overviews on search pages, raising concerns about scraping content without compensation and without an opt-out.
AI and cloud questions in the DMA review
The consultation-focused update said concerns about DMA enforcement also extend to AI and cloud services, with respondents arguing the current framework does not fully reflect market realities. It said generative AI tools, including large language models, are raising questions about whether current platform categories remain adequate or whether new classifications are needed. It also said cloud services face scrutiny because major providers may fall below formal thresholds while still acting as critical gateways.
According to the same update, the Commission plans to submit a review report to the European Parliament and the Council by early May, drawing on consultation findings. Proposed changes mentioned include binding timelines and interim measures aimed at strengthening enforcement and restoring confidence in the DMA.
Politics and transatlantic tension
The March 2025 DMA roundup described speculation that enforcement—especially fines—could be “watered down” amid geopolitical tensions and fears of provoking US President Donald Trump. A separate report on Apple and Meta’s decisions also said DMA fines had become politicized, referencing concern about how Trump might react and noting the broader context of trade tensions discussed in its analysis.
In another report, it was noted that Trump described EU fines as “overseas extortion,” in the context of commentary about tensions over EU tech regulation. Euronews also reported that Trump criticized a separate EU decision against Google as “discriminatory” and “unfair,” and it said he had previously threatened retaliatory tariffs tied to governments with overly restrictive digital regulations.
