Europe’s sweeping rules for tech giants about to kick in. Here’s how they work | Kelvin Chan / The Associated Press

The Facebook logo is seen on a cell phone on October 14, 2022, in Boston. Google, Facebook, TikTok and other Big Tech companies operating in Europe are facing one of the most far-reaching efforts to clean up what people encounter online.LONDON—Google, Facebook, TikTok and other Big Tech companies operating in Europe are facing one of the most far-reaching efforts to clean up what people encounter online.

There are five online marketplaces: Amazon, Booking.com, China’s Alibaba AliExpress and Germany’s Zalando. Citing uncertainty over the new rules, Facebook and Instagram parent Meta Platforms has held off launching its Twitter rival, Threads, in the EU.Platforms have started rolling out new ways for European users to flag illegal online content and dodgy products, which companies will be obligated to take down quickly and objectively.

TikTok gave users an “additional reporting option” for content, including advertising, that they believe is illegal. Categories such as hate speech and harassment, suicide and self-harm, misinformation or frauds and scams, will help them pinpoint the problem. TikTok made similar changes, stopping users 13 to 17 from getting personalized ads “based on their activities on or off TikTok.”Zalando, a German online fashion retailer, has filed a legal challenge over its inclusion on the DSA’s list of the largest online platforms, arguing that it’s being treated unfairly.

Officials have warned tech companies that violations could bring fines worth up to 6 percent of their global revenue—which could amount to billions—or even a ban from the EU. But don’t expect penalties to come right away for individual breaches, such as failing to take down a specific video promoting hate speech.

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