Digital Business Ireland warns new EU Digital Fairness Act could penalise legitimate businesses
New DBI Taskforce established which brings together social media and retail platforms, leading Irish digital marketing agencies and advertisers to represent Irish business voices in the Digital Fairness Act debate
Digital Business Ireland (DBI) has warned that the EU’s new Digital Fairness Act (DFA) must protect legitimate businesses as well as consumers, with the European Commission expected to publish the proposed legislation today.
DBI is calling for a balanced and proportionate approach that tackles harmful online practices without undermining legitimate digital advertising and marketing, which are essential tools for businesses to reach customers, compete and grow.
DBI has been preparing for the proposed legislation through its Taskforce on Digital Advertising Regulation, established earlier this year in conjunction with IAB Ireland, the national trade organisation representing Ireland’s digital advertising and online media industry.
The Taskforce brings together representatives of major social media and retail platforms, leading Irish digital marketing agencies and advertisers, and all other members of the DBI community. It has been undertaking detailed work in preparation for the publication of the DFA and will lead DBI’s engagement with EU and Irish stakeholders as the proposals progress.
The Taskforce is hosting a major roundtable event at the European Parliament in early December, bringing industry representatives and policymakers together to examine the implications of the proposed legislation and ensure Irish business perspectives are heard.
Victor Timon, Chair of Digital Business Ireland, said:
“Digital Business Ireland believes the Digital Fairness Act must protect legitimate businesses. We support strong protections for minors and vulnerable consumers, but the Act could undermine legitimate personalised advertising and digital marketing, which are affordable, effective tools that help SMEs and businesses across the economy reach customers, compete and grow.”
“The focus here should be on tackling harmful and exploitative practices, not restricting responsible advertising based on legitimate consumer interests. DBI will be calling for careful consideration of the proposed measures and amendments where appropriate to ensure rules are clear, avoid unnecessary data collection and impose obligations proportionate to each business’s actual role, knowledge and control.”
“The Act must protect consumers and should not place disproportionate costs or burdens on legitimate businesses, as well as damaging the innovation, competition and consumer choice that digital marketing helps deliver.”
DBI will continue to work with its members and engage with policymakers in Ireland and at EU level to ensure that the voice of the Irish digital business community is represented throughout the development of the Digital Fairness Act.
Digital Business Ireland (DBI) is the voice of the Irish digital commerce sector. Set up in 2019, DBI is comprised of a community of over 8,000 businesses and counts a number of national trade representative bodies, large technology companies and SMEs among its members. The organisation consists of a wide range of online and digital businesses including retail, hospitality, professional services, travel, technology, transport, education, leisure, agri-business and property. Digital Business Ireland is a member of the Department of Enterprise’s Digital Advisory Forum.
