EU targets smart TVs and voice assistants in digital competition crackdown

The European Union is tightening its focus on digital competition, with smart TVs and voice assistants now under scrutiny. Media companies are pushing for stricter enforcement of rules to prevent major tech firms from dominating content access and visibility.

The EU's Digital Markets Act (DMA) already targets gatekeeper powers, but calls are growing for broader oversight of these emerging platforms.

The core issue is whether smart TVs and voice assistants act as gatekeepers, controlling how users find and access content. Companies like Google, Amazon, Apple, and Samsung could shape the digital marketplace by favouring their own services. Media firms warn this may limit fair competition and reduce visibility for third-party content.

Meanwhile, the EU Commission has already taken action against Google. The company must stop self-preferencing in its search engine and ad tech services within 60 days. Separately, Google is preparing for DMA compliance by requiring developer registration for apps distributed outside its official store—effectively keeping control over Android's ecosystem.

The debate extends beyond traditional platforms. Smart TVs and voice assistants now play a central role in how users interact with digital content. The DMA's gatekeeper framework may soon apply to these devices, ensuring they don't abuse their market influence.

European media companies insist on consistent enforcement of existing rules. Their main concern is transparency in content discovery, fearing platforms could prioritise their own offerings over competitors' services.

The EU's push for stricter regulations reflects growing concerns about digital gatekeepers. If smart TVs and voice assistants are classified under the DMA, they will face tougher rules on fair competition. The outcome could reshape how users access content across devices and platforms.