The EU’s Digital Markets Act Is Shaking Up PR — Here’s What You Need to Know in 2025

In March 2025, the European Union officially rolled out enforcement of the Digital Markets Act (DMA) — a sweeping set of rules that aims to rein in the power of tech giants and create a fairer, more open digital marketplace. While it's easy to think this only affects companies like Apple, Meta, or Google, the truth is, the ripple effects reach all the way into your PR plan — especially if you're working across borders.

If you haven’t already tuned in, now’s the time. The rules of the digital game just changed — and the brands that adapt quickly will lead the conversation.

Wait, What Is the Digital Markets Act Again?

The Digital Markets Act is a regulation passed by the EU that targets so-called “gatekeepers” — large tech companies that control key digital platforms like app stores, search engines, and social networks.

The idea is to break up monopolistic behavior and encourage competition by forcing these giants to:

• Allow third-party app stores and services

• Stop favoring their own products in rankings

• Be more transparent with advertising data

• Give users more control over their personal data and platform preferences

Think of it as GDPR’s younger, bolder cousin — but with a bigger focus on market fairness and digital transparency.

📚 Want to dive into the legal side? Read the EU Commission’s full DMA guidelines here.

Why PR Professionals Should Care

At first glance, this might sound like an IT or legal team problem. But don’t be fooled — this is a communications game-changer. Here’s why:

1. Platform Behavior Is Changing — Fast

Search engines, app stores, and marketplaces are being forced to reshape how they rank, recommend, and advertise content. Your SEO, ad strategies, and even press placements may start behaving differently, especially on Google and Meta.

This means less predictable algorithms — and more need for earned media and authentic storytelling that can’t be gamed by code.

2. Influencer Transparency Is Under the Spotlight

The DMA’s sibling legislation, the Digital Services Act (DSA), now requires stricter disclosure of paid promotions across platforms. That TikTok campaign? Your micro-influencers now need to be crystal clear about sponsorships — or face penalties.

As PR pros, we need to help our partners and clients get ahead of the curve and ensure influencer content is honest, transparent, and aligned with regulatory expectations.

3. Audience Trust Is the New Currency

With data sharing restricted and targeted ads facing more barriers, PR’s traditional strength — building trust — becomes even more vital. Your audiences want to know who you are, what you stand for, and why they should care — without feeling tracked or manipulated.

Owned media, newsletters, podcasts, and community-led campaigns will likely become the new power tools for digital engagement.

What This Means for Your Next PR Strategy

Let’s break it down into action points:

✅ Audit Your Digital Assets:
Are your comms and campaign tools compliant with new platform rules? Start with your use of trackers, targeting, and analytics in PR campaigns.

✅ Reinforce Disclosure in Influencer Collabs:
Make it easy and expected for influencers to disclose partnerships. Be proactive — don’t wait for regulators (or Twitter/X mobs) to catch inconsistencies.

✅ Shift to Owned and Earned Media:
Less reliance on paid social placements, more investment in your blog, press coverage, long-form interviews, and community outreach.

✅ Train Your Team:
Make sure your PR team is up-to-date on digital policy shifts — because regulators are watching, but so are consumers.

✅ Global Brand? Think Global Compliance:
Even if you're not in the EU, chances are your platforms, partners, or audience are. Non-compliance can still damage your brand's reputation.

Final Thoughts: The Great PR Reset

The Digital Markets Act isn’t just a legal update — it’s a cultural one. Transparency, fairness, and trust are now baked into the digital infrastructure. As PR professionals, we should view this not as a hurdle but as an opportunity — to craft clearer stories, build deeper trust, and connect with audiences in more authentic, responsible ways.

If you’re not already factoring this into your PR planning, 2025 is the year to start. Because when platforms get disrupted, it’s the message that matters most.

📥 Need help adjusting your PR strategy in this new digital climate?
We’re here to help. Contact us to schedule a strategy session: 📩 Email: consult@prvendor.com