The EU's Digital Omnibus offers relief for ad tech, but hands more power to Big Tech and AI agents
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The EU's Digital Omnibus offers relief for ad tech, but hands more power to Big Tech and AI agents
"The Commission set a course to simplify EU rules to make the EU economy more competitive and more prosperous by making business in the EU simpler, less costly and more efficient," reads a statement from the executive body. "The Commission has a clear target to deliver an unprecedented simplification effort by achieving at least 25% reduction in administrative burdens, and at least 35% for SMEs until the end of 2029."
"EU digital regulation has grown chaotic. There are overlapping rules for privacy (data sharing ( GDPR and ePrivacy), Data Act and Data Governance Act), cybersecurity ( NIS2, DORA, CRA), platform governance ( DSA and DMA), and new legislation such as the AI Act. Different laws use different definitions, trigger different reporting requirements, and sometimes contradict each other. The Commission says the Omnibus will reduce "administrative burden," "enhanced legal clarity," and make it easier for businesses - especially small ones - to comply."
The Digital Omnibus proposal bundles updates to simplify and harmonize EU digital rules across privacy, cybersecurity, platform governance, and AI. The proposal narrows and clarifies the definition of personal data and when pseudonymized data should be treated differently. It aims to reduce administrative burdens by at least 25% overall and 35% for SMEs by 2029. The proposal seeks to resolve overlapping obligations from GDPR, ePrivacy, Data Act, Data Governance Act, NIS2, DORA, CRA, DSA, DMA, and the AI Act. The package targets legal clarity, easier compliance for businesses, increased competitiveness, and greater attractiveness for AI development and data-driven products.
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