Digital transition: is there still an elephant in the room
The COVID-19 crisis affected our lives in many ways. Almost overnight, we were pushed to live more ‘online’ than ‘offline’: teleworking, online shopping, online ‘gatherings’ became the norm. Our way of living is subjected to irreversible digitalisation. Regrettably, often instead of being ahead of the new realities, we are hastily trying to catch up with them.Do we want to transform Europe into leader of digital transition or we will let it uncomfortably lag behind? I think our choice is clear. Now we should be brave to own and act upon it. We need to be ambitious in shifting our paradigm. We need to have the courage to review, adapt and renew the status quo and make European regulatory environment fit for the digital age. There should be no taboos. There is no place for elephants in the room.
What are the realities?
The role of the internet has drastically evolved over the last two decades and the platform economy has significantly changed. Online platforms became important part of the digital economy. Today, 1 million EU businesses are already selling goods and services via online platforms. 60% of private and 30% of public consumption of goods and services in the digital economy go via online intermediaries. 82% of European SMEs rely on search engines to promote their business and services. More than 50% of SMEs using online marketplaces sell cross-border.
Online platforms are drivers for innovation and growth in Europe. They facilitate exchange of information and communication on Internet. They enable digital trade, increase consumer choice and convenience, and improve competitiveness of the industry. The online landscape constantly evolves in terms of new operators and business models. New technologies reliant on big data and AI are being developed. Many new platforms operate on the EU market with few being substantially bigger and many being more interactive.
These developments are much needed and most welcomed. They drive digital transition and have the potential to strengthen Europe’s industrial resilience and sovereignty. Inevitably, they also pose certain risks and regulatory challenges that we have to address.
What are the risks and challenges, or facing the ‘the elephant in the room’?
Successful online platforms benefit from growing number of users and data accumulated over time. Currently the value is concentrated around the seven largest companies, which account for 69%. Although there are over 10 000 EU platforms, most of these are start-ups and they account for only 2% of total value. Clearly, there is considerable concentration of market power in the hands of systemic big platforms. This enables them to operate as powerful ‘gatekeepers’ to information, content and market access and could lead to different forms of abuse.
Unfair practices of online platforms vis-a-vis their business users, misleading or aggressive advertising to consumers, insufficient means of redress, dissemination of illegal content online, violation of fundamental rights in terms of data protection, abuse of dominant position, tax avoidance and spreading disinformation are also part of the reality we face. The current regulatory framework already addresses those, but it seems that further action may be needed.
The trust of consumers is vital for the success of businesses being it ‘offline’ or ‘online’. We build trust when we are vulnerable and not taken advantage of. The current crisis provided us with real proof of how vulnerable we could be and how important is the responsible behaviour of online platforms, traders and advertisers. In March, the Commission required the cooperation of online platforms as part of a wider EU’s effort to help platforms and other digital players become more responsible and tackle coronavirus related disinformation and consumer fraud. The online platforms responded positively to the call for closer cooperation with national authorities and the Commission to signal and tackle illegal practices online. They have taken robust measures to combat disinformation, take down illegal content that could lead to physical harm, demote fact-checked content that is false or misleading, and limit ads that promote false products and services news. They also have implemented specific checks on price increases and promotions, as well as ‘sweeps’/screening/ of content. The most recent sweep, nevertheless, has shown, that rogue traders continue to find new ways to exploit consumers’ vulnerabilities, circumvent algorithmic checks and set up new websites. Out of 268 websites, 206 were flagged for further investigation for potential breaches of EU consumer law, 88 websites contained products with claims of alleged healing or preventive effects against the coronavirus. 30 websites contained inaccurate claims on the scarcity of products. 24 websites were suspected of unfair practices to obtain excessive prices. In sum, it is a good effort that deserves applaud but clearly social media companies and Big Tech must take more proactive approach to tackle disinformation and harmful misleading practices.
Online platforms and internet service providers should follow up on their voluntarily taken commitments. The policy makers should evaluate whether different and more binding arrangements are needed.