In 2022, the European Union enacted the Digital Markets Act (DMA), a sweeping regulatory framework designed to rein in the power of technology giants such as Apple, Google, and Meta. Two years after its implementation, the European Commission has published a review assessing whether the law has delivered on its promises. The verdict is nuanced: the DMA has prompted tangible changes, but its impact on competition and user experience remains uneven.
What the DMA Set Out to Do
The DMA imposes a set of strict obligations on so-called “gatekeeper” platforms—companies with significant market power and a large user base across the EU. These rules require platforms to allow users to uninstall pre-installed applications, access third-party app stores, and choose default browsers and search engines. Companies are also prohibited from prioritizing their own products in search results or reusing personal data across services without explicit consent. The burden of proof now lies with the gatekeepers, who must demonstrate compliance or face fines of up to 10% of their global annual turnover.
These provisions have led to immediate, visible changes. On smartphones sold in the EU, users now see choice menus for web browsers and search engines, breaking the default stranglehold of companies like Google. Messaging apps such as WhatsApp have introduced interoperability features, allowing users to communicate with people on rival platforms. Yet these improvements have not come without friction. Some digital tasks, such as switching default settings or managing app permissions, have become more cumbersome for the average user.
The Commission's Review: Successes and Shortcomings
The Commission’s review, published on May 3, 2026, acknowledges several successes. It notes a significant increase in browser choice across EU member states, with users in cities like Berlin, Paris, and Warsaw now more likely to encounter alternatives to Safari or Chrome. However, the report also highlights persistent shortcomings. Smaller competitors have not gained as much market share as anticipated, and some gatekeepers have found ways to comply technically while maintaining their dominance. For instance, choice menus may still be designed to nudge users toward default options, and interoperability features remain limited in scope.
The review also points to the challenge of enforcement. The Commission has opened several investigations into potential violations, but the process is slow and resource-intensive. Critics argue that the DMA’s reliance on ex-post enforcement—acting after a violation is suspected—may be insufficient to keep pace with rapidly evolving digital markets. As one Brussels-based analyst put it, “The DMA is a landmark, but it’s not a silver bullet. Regulators need to stay agile.”
Expanding the Scope: AI and Beyond
Looking ahead, the DMA is set to expand its reach to cover new technologies, particularly artificial intelligence. The Commission has signaled that AI-powered tools, such as virtual assistants and recommendation algorithms, will fall under the law’s purview. This means that citizens across Europe will have greater choice over which AI tools are included on their devices, rather than relying solely on manufacturer defaults. The move reflects a broader EU strategy to regulate digital markets proactively, as seen in parallel efforts like the Digital Euro and ongoing digital trade talks with the United States.
The expansion into AI is particularly significant given the rapid adoption of generative AI tools across Europe. From Barcelona to Stockholm, businesses and consumers are integrating AI into daily operations, raising questions about data privacy, market concentration, and algorithmic fairness. The DMA’s application to AI could set a global precedent, much as the General Data Protection Regulation (GDPR) did for data privacy.
Mixed Reactions from Stakeholders
Reactions to the DMA’s two-year review have been mixed. Consumer advocacy groups welcome the increased choice but call for stricter enforcement. Industry representatives, particularly from smaller tech firms, argue that the law has not gone far enough to level the playing field. Meanwhile, gatekeepers themselves have voiced concerns about compliance costs and regulatory uncertainty. Meta, for example, has warned that interoperability requirements could compromise user security, while Apple has argued that opening up its ecosystem could undermine privacy protections.
The European Commission, for its part, remains committed to the DMA’s goals. In a statement accompanying the review, Competition Commissioner Margrethe Vestager emphasized that “the DMA is a living instrument. We will continue to adapt it to ensure that digital markets remain open and contestable.” The Commission is now consulting with member states, industry players, and civil society to refine the rules further.
As the DMA enters its third year, its ultimate success will depend on the Commission’s ability to enforce the rules effectively and adapt them to technological change. For now, the law has undeniably shifted the conversation around Big Tech regulation in Europe and beyond. Whether it will deliver the competitive, user-centric digital market that Brussels envisions remains an open question.
