European users of Google’s suite of services are set for a major shift in data control. In response to the EU’s Digital Markets Act (DMA) which goes into effect on March 6th, Google is introducing a new policy that allows users to granularly adjust data sharing across select Google services like YouTube, Maps, and more. 

This update means you can now pick and choose which Google services have access to your data. You have the freedom to stop sharing your data with all, some, or none of these select services.

Google Antitrust Lawsuit

So, what services can you unlink? The list includes some of Google’s most popular offerings:

  • Search
  • YouTube
  • Ad services
  • Google Play
  • Chrome
  • Google Shopping
  • Google Maps

However, certain limitations remain. Google clarifies that data sharing will still occur in certain situations, such as completing transactions, complying with legal obligations, or preventing fraud. 

While Google has made this change, they didn’t really want everyone to stop sharing their data completely. They mention that having your Google services linked can help make your content and ads more personal. Also, if you unlink services, you might lose some features.

For instance, if you unlink Search, YouTube, and Chrome, your search recommendations and Discover feed won’t be as tailored to you. If you disconnect Search and Maps, your Search reservations won’t show up in Maps.

Ultimately, the decision to unlink rests with individual users. While it may result in some feature loss, it also offers more control over your data usage within the Google ecosystem. 

The DMA’s reach extends beyond data sharing. It also restricts Google’s ability to favor its own services in Search results, creating a more level playing field for competitors. While Google embraces the DMA, other tech giants like Apple, Meta, and TikTok are challenging its designation in court.

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