Anyone concerned with the anticompetitive state of digital advertising, and how to fix it, should focus like a laser on the circumstances surrounding the 2014 FTC’s pass on formally investigating if the Facebook-WhatsApp acquisition would “substantially lessen competition” under the Clayton Antitrust Act.
That obvious FTC mistake in hindsight, triggered a winner-take-all domino effect that not only tipped Facebook to a social advertising monopoly, but also tipped the overall digital advertising market to the anticompetitive digital advertising cartel that evidently predominates today.
Max Schrems, the thorn in Facebook’s side, has returned to launch the first challenges under the EU’s new data protection laws.
The complaints, filed on the day Europe’s General Data Protection Regulation (GDPR) comes into force, take aim at what he describes as Google and Facebook’s “forced consent”.
Under the GDPR, when users are asked to consent, they should be given a free choice – and it should not be a condition of using a service.
But Schrems’ complaints argue that the consent boxes popping up on the screens of users of Google, Facebook and their affiliates does not meet this standard.
They dangle the 4 per cent of annual turnover fines as a maximum possible penalty – €3.7bn, €1.3bn, €1.3bn, and €1.3bn, respectively – though regulators have stressed they won’t be handing out the top level fines willy-nilly.