The European Parliament has passed into law the Digital Services Act, a regulation that aims to rein in big tech by curbing the spread of illegal content and disinformation on social media platforms in Europe.

The DSA aims to limit how big tech collects data, as well as ban ads targeted at children and based on sensitive data.

Noncompliance with this law costs 6% of the platform’s total global turnover, while fines for repeat infringement may be up to 10%, reaching billions of dollars in fines.

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“With greater transparency for users around the targeting parameters used to deliver an ad to them, brands should contemplate whether the individual would find these attributes or parameters used in serving them an ad to be fair and responsible,” said Arielle Garcia, chief privacy officer at UM Worldwide.

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