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The EU is preparing to enact a law targeting Big Tech (they defined a category with the name of gatekeepers), they're trying to crack their monopoly via regulations, providing better chance for small businesses to compete. https://ec.europa.eu/info/strategy/priorities-2019-2024/europe-fit-digital-age/digital-markets-act-ensuring-fair-and-open-digital-markets_en https://protonmail.com/blog/digital-markets-act-explained/ Here's some highlights from the protonmail blogpost, what the proposed law does: Article 5(a) — Don’t mix personal data without a user’s explicit consent This would prevent gatekeepers from combining personal data collected from their core platform services with personal data collected from other services or from a data broker without explicit consent. It would also prevent them from forcing you to automatically sign in to all of a gatekeeper’s services if you only want to sign in to one. Article 5(c) — Do allow business users to promote offers to end users In effect, gatekeepers would be required to allow businesses to inform their customers about alternative purchase options. Article 5(e) — Don’t force business users to adopt the platform’s authentication system. Businesses could still choose to use the gatekeeper’s ID system, but it would not be required. Article 5(f) — Don’t cross-tie core products. Gatekeepers would not be able to force users to sign up for one of its core services as a precondition to getting access to another of its services or products. Gatekeepers’ products and services would be available to users separately.