In recent years, the European Union has launched an extensive process of digital regulation, with the aim not only of fostering the development of a transparent and competitive Digital Single Market, but also of resolving—and, where possible, anticipating—the disputes that have historically placed major digital platforms, from marketplaces to social media networks, in opposition to the businesses operating on them.
Alongside specific rules governing cross-border e-commerce and the protection of personal data, the Digital Services Act (DSA) and the Digital Markets Act (DMA) should be regarded as particularly important European regulations supporting digital export.
Although European citizens are the primary beneficiaries of greater transparency and information security, businesses seeking to enter international markets through digital channels and e-commerce can also take advantage of a number of opportunities arising from the implementation of these two major pieces of legislation.
The DSA and Transparency in Algorithms and Online Advertising
These European regulations can be considered supportive of digital export first and foremost because they impose transparency obligations regarding the way algorithms are used to determine the visibility of content published on social networks.
This means that businesses can now gain a better understanding of the criteria used to determine how both organic and sponsored content is shown to users, simply by consulting the information pages that platforms such as Meta have published regarding the use of Facebook and Instagram.
By explaining which factors—such as interactions, browsing and engagement history, and user behaviour—influence the visibility of a post, these platforms provide social media managers with a clearer basis for their work. This, in turn, benefits businesses seeking to communicate their commercial messages across different European markets. More successful content, better-balanced editorial strategies and smarter advertising investments can provide a strong foundation for reaching target consumers and decision-makers within international communication and business strategies.
Also as a result of the Digital Services Act, there is a growing availability of tools that businesses can use to analyse competitors and make more informed strategic decisions. In particular, Meta, LinkedIn and TikTok have made Ad Libraries available: public databases through which users can explore active advertisements promoted by business accounts.
This means that an Italian company can now examine in detail the advertising campaigns launched by its direct competitors in foreign markets, gaining valuable insights into the visual formats they use, the products and services they promote, and the advertising strategies they pursue.
Just as individual users can verify why they have been targeted by a particular advertisement—and can choose to block or report it—businesses can expand the pool of information on which they base their investment decisions.
Access to this information is a direct consequence of European regulatory pressure in favour of greater digital transparency. In this respect, European regulations supporting digital export provide businesses not only with greater protection, but also with genuine tools for growth. As in any competitive environment, those who understand the rules of the game earlier and more effectively are often the ones best positioned to take advantage of them before their competitors do.
The Digital Markets Act and the Protection of Competition on Digital Platforms
Frequently mentioned in connection with sanctions imposed by the European Commission on major US-based digital operators, the Digital Markets Act aims to rebalance the complex relationship between platforms and businesses.
Specifically targeting major digital players—the so-called gatekeepers, such as Amazon, Google and Meta—the DMA introduces a series of obligations designed to prevent unfair practices that may disadvantage businesses operating on these platforms. In doing so, it supports merchants in using digital platforms to reach consumers and buyers across the European Single Market.
One of the key principles of this legislation is the restriction placed on gatekeepers regarding the use of data generated by merchants operating on their platforms for the purpose of making commercial decisions related to the sale of competing private-label products.
The dual role sometimes played by major marketplaces such as Amazon—as both the operator of the marketplace and a direct participant competing within it—is therefore subject to regulation and may provide grounds for investigations into how online commercial activities are conducted in practice.
Another crucial aspect of the Digital Markets Act concerns equal treatment in internal search and ranking systems. Gatekeepers may not unfairly favour their own services or products in terms of visibility and ranking, nor use their control over the platform to disadvantage competing offers. This principle is intended to help ensure that competition is based on the genuine value and quality of an offer rather than on privileged relationships with the platform.
In addition, the DMA introduces a range of obligations concerning interoperability, data portability and the separation of certain services. These measures make it easier for businesses to adopt multi-platform strategies, increasing their autonomy and reducing their dependence on individual digital operators.
In a digital environment that is, by its very nature, constantly evolving, these European regulations therefore represent important tools supporting digital export. They should not be viewed merely as defensive regulatory measures, but as active instruments designed to rebalance the relationship between businesses and the major digital platforms that influence visibility, access to data and purchasing behaviour on a global scale.
Within this context, Europe has for several years sought to position itself at the forefront of efforts to regulate more carefully the complex ecosystem of online relationships and transactions.