What changes for e-commerce and websites with the Digital Markets Act (DMA) in the EU from March 2024.

Business owners in the European e-commerce sector are called upon to prepare for the imminent coming into force of the Digital Markets Act (DMA) in the European Union, scheduled for March 2024. Calicantus is guiding companies to adapt to the regulations with the implementation of Google Consent Mode V2.

What is the Digital Markets Act (DMA)

The imminent application of the Digital Markets Act (DMA) in the European Union starting in March 2024 is about to revolutionise the e-commerce landscape. The DMA, an ambitious European law regulating large digital platforms, aims for greater transparency and protection of personal data in the digital marketplace.

Statistics show that since 2020, 61% of European consumers are more aware of online privacy, and GDPR-related fines reached EUR 272 million in 2021, indicating a growing interest in data protection and underlining the importance of adhering to privacy laws.

A key factor in the digital evolution ahead of us is therefore Google’s ‘consent mode’, a crucial tool for managing cookies for marketing purposes when browsing websites. In 2020, in response to EU privacy regulations, Google introduced consent mode v1. Google is currently in the process of upgrading this mode from version v1 to v2 in order to meet the new provisions of the DMA.

Google Consent Mode V2

From March 2024, Google will thus be obliged to keep a record of users’ consent information. This means that managing end-user consent can no longer be delegated exclusively to the users themselves or to digital agencies. It is indeed Google’s responsibility to keep a detailed record of this information.

The adoption of Google consent mode v2 by companies is essential for several reasons. Firstly, the protection of customer data: in keeping with the objective of protecting personal data, the DMA foresees large fines for non-compliance of up to 10% of annual overall turnover.

Why comply with the Digital Markets Act (DMA)

Compliance also promotes fair competition as non-compliance could lead to penalties of up to 1% of annual overall turnover.

In addition to the fines, failure to comply could damage company reputation and undermine customer trust, causing hefty user losses and consequent falls in sales.

Complying with the DMA is not just an obligation as it also represents an opportunity to actively participate in a digital marketplace that can offer long-term growth prospects and a privileged access to new customers.

The Calicantus team is ready to provide valuable support in the DMA compliance process. Our mission is to protect customer data, avoid costly fines, preserve customer trust and loyalty, and secure sustainable growth in Europe’s competitive digital market.

Calicantus Srl is Merchant of Records of such companies as Flos, Elica, AS Roma (Roma football club), Pampers, Kimbo, Consorzio Parmigiano Reggiano, Selle Italia, Selle San Marco, and Fantic Motor, for which it manages the e-commerce operations under outsourcing: it takes care of the most delicate areas including customer care, logistics, shipments, returns and administration. In its 15 years of experience, Calicantus has developed a structured ecosystem of people, processes and technologies that simplify integration with pre-existing business systems, speeding up go-to-market for omnichannel online brand sales.