Digital Markets Act (DMA)

An EU law imposing obligations on designated gatekeeper platforms, including requiring user consent before combining personal data across their services for advertising.

By Brandon MinaCEO, BrandPilot AIUpdated November 2026

Short answer

The Digital Markets Act (DMA) is a European Union law that imposes obligations on large online platforms designated as gatekeepers, such as Google, Meta, Apple and Amazon. Applying since 2024, it requires user consent before combining personal data across their services for advertising and bans certain self-preferencing practices. Violations can bring large fines.