The Digital Markets Act is Here and It’s Changing How Apps Work in the EU
Big tech feels broken in the EU? It’s not. It’s the Digital Markets Act — more choice, more friction, and a big shift in how apps are allowed to behave.
If you’ve noticed that Google Maps links no longer open smoothly, or that Instagram is suddenly asking if Meta can use your data, you’re not alone. These aren’t bugs. They’re features of a new reality: the Digital Markets Act (DMA) has landed.
This European law is reshaping how dominant tech platforms operate in the EU. And while it promises more fairness and freedom for users and developers, the shift also brings confusion, friction, and a lot more choice screens.
Let’s unpack what the DMA is, what it’s changing — and how it might benefit or annoy you as a user.
What is the Digital Markets Act (DMA)?
The DMA is a new European law aimed at limiting the power of Big Tech. It targets “gatekeepers” — very large companies like Google, Apple, Meta, Amazon, Microsoft, and TikTok — who control key digital services that millions depend on daily.
The law forces these companies to:
- Stop favouring their own apps and services,
- Open up to competitors,
- And give users more control over defaults, data, and connections.
Real-World Examples of DMA Changes
Here’s how the DMA is already affecting everyday digital life in the EU:
1. Google Maps links don’t open directly anymore
When you tap a Maps result in Google Search, it no longer jumps straight into the Maps app. Instead, it may:
- Open a browser preview,
- Or ask which app to use.
Why? Google isn’t allowed to automatically promote its own apps — it has to let you choose.
2. WhatsApp might soon talk to Signal or Telegram
Messaging platforms like WhatsApp and Messenger will be required to support cross-platform messaging. This means you could:
- Send a WhatsApp message to someone using another app — like Signal — and vice versa.
Why? To break closed ecosystems and let users connect more freely.
3. Apple is allowing sideloading (EU only)
On iPhones and iPads in the EU, Apple now allows:
- Installing apps from alternative app stores,
- And sideloading from the web — something previously banned.
Why? The DMA says users must be free to choose where they get their apps.
4. Meta must offer AI opt-outs
Meta is rolling out Meta AI across Facebook, Instagram, Threads, and WhatsApp. But in the EU:
- Users are shown notifications and opt-out forms, especially around how public content might be used to train the AI.
Why? Under GDPR and DMA, users must be able to refuse the use of their personal data.
Rob Hoeijmakers
5. YouTube and Gmail ask more questions
- YouTube asks for consent before tracking.
- Gmail may no longer be the default email handler.
- Google’s “Sign in with Google” can’t be more prominent than other login methods.
Why? Companies must stop making their services the “easy default” unless users actively choose them.
6. Android users must pick a default search engine
During setup, Android now shows a screen asking which search engine you want — Google, Bing, DuckDuckGo, etc.
Why? Again, it’s about giving real choice and avoiding default bias.
Why this matters — and why it’s annoying
✅ The benefits
- More control over your data, apps, and default services.
- More competition, which may lead to better alternatives.
- Less lock-in, especially across platforms like Meta or Apple.
⚠️ The annoyances
- More popups, consent screens, and app choices.
- Familiar things break — like Maps links not opening where you expect.
- Extra friction when doing simple tasks that used to be seamless.
The bigger picture
The DMA isn’t about making tech worse. It’s about making tech more fair, transparent, and open — especially when it’s controlled by companies too big to fail.
The UX hit we’re all feeling now is part of a deeper redesign of the digital economy. Over time, we may get better tools, more trustworthy services, and platforms that respect both user choice and developer opportunity.
Until then, yes — expect more buttons, fewer shortcuts, and a bit of a mess. But also: a lot more freedom underneath it.
Ben Lovejoy
Rob Hoeijmakers