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CMA proposals include requiring Google to share data and making personalised ads optional in UK

Facebook could be forced to allow users to switch off personalised advertising, and Google required to hand valuable data about search engine usage to competitors, under new UK proposals to introduce competition into the digital advertising market.

The two companies accounted for 80% of all digital advertising spending in the UK last year, according to the Competition and Markets Authority (CMA), leading to fears the companies have developed “such unassailable market positions that rivals can no longer compete on equal terms”.

Requiring Google to share data about user behaviour with competitors, in a way that avoids the transfer of personal data, so that they can improve their own algorithms;

Ordering Facebook to increase compatibility with competing social media platforms;

Restricting Google’s ability to make itself the default search engine on mobile phones;

Forcing Facebook to give users the ability to opt out of personalised advertising;

And, “where necessary to ensure healthy competition”, ordering the separation of platforms, such as requiring Facebook to sell Instagram.

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