Reguladores antitruste pedem arquivos publicitários de gigantes online


As gigantes da tecnologia terão que explicar como seus algoritmos funcionam sob as novas regras propostas pela União Europeia, assim como abrir seus arquivos de anúncios para reguladores e pesquisadores. Isso faz parte da investigação antitruste que envolve as principais empresas de tecnologia do mundo.A mudança deve impactar as gigantes dos Estados Unidos, como Facebook, Apple, Google e Amazon, principalmente no que diz respeito à imensidão de dados armazenados por essas empresas, assim como seus lucrativos negócios de publicidade online.Os algoritmos de publicidade ajudam as companhias a direcionar os anúncios aos usuários que as empresas anunciantes desejam atingir. De acordo com Vestager, o objetivo é esclarecer como esses algoritmos funcionam e garantir que as empresas sejam responsáveis por suas decisões.In my mind no doubt that platforms - and the algorithms they use - can have an enormous impact on the way we see the world around us. We need to know why we are shown what we are shown.https://t.co/5FHSXQlPBQ— Margrethe Vestager (@vestager) October 30, 2020"E as maiores plataformas teriam que fornecer mais informações sobre a forma como seus algoritmos funcionam, quando os reguladores solicitarem", afirmou Vestager em um evento organizado pela agência de pesquisas AlgorithmWatch e pelo European Policy Center. "Eles também teriam que dar aos reguladores e pesquisadores acesso aos dados que possuem - incluindo arquivos de anúncios".Vestager ainda vai anunciar os projetos de mais duas regras, conhecidas como Digital Services Act e Digital Markets Act, no dia 2 de dezembro, sublinhando a determinação da União Europeia de controlar as gigantes da tecnologia e forçá-las a trabalhar de maneira mais justa com o mercado e empresas menores.A nova legislação precisará da aprovação de países da UE e do Parlamento Europeu antes de entrar em vigor. Todo o processo deve levar um ano ou mais.Google é processado por monopólio ilegal nos EUAO Departamento de Justiça dos Estados Unidos processou o Google no dia 20 de outubro por práticas antitruste. A empresa é acusada de ter um monopólio injusto sobre publicidade relacionadas a pesquisas. Além disso, o órgão discorda dos termos em torno do Android, que força os fabricantes de smartphones a pré-carregar aplicativos e definir o Google como mecanismo padrão de busca, impedindo de empresas rivais ganhem espaço e aumentando a quantia que recebe por publicidade em pesquisas.Via: Reuters

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