When to Sound the Alarm on Big Tech?

Victoria Stein
Marketing in the Age of Digital
3 min readJul 12, 2021

Like a Trojan horse, the threat is already inside. The US Government is taking action with four separate bills targeting the implementations of restriction on the tech giants. Including the House Judiciary Committee, who has pushed forward the “Ending Platform Monopolies Act.” As well as the U.S. Department of Justice and Federal Trade Commission (FTC) issuing Anti-Trust lawsuits. These “attacks” on Big Tech are aimed at regulating the potential of monopolies and improving user data portability.

Breaking up the band

If the beloved, legendary Beatles came to an end and every great band in between, I’d say it’s time to be the Yoko Ono on the largest powerhouses in technology. Big Tech, the nickname given to the five biggest technology companies in the world — Facebook, Amazon, Apple, Microsoft and Google (FAAMG) — have made up their own rules for profit for far too long.

Don’t get me wrong, I am a huge fan of all five tech services. But my love / hate relationship steams from the all-mighty powerful Titians of technology, no longer using their influences for the good of the user. As uncle Ben (from the 2002 Spider-man movie) once said, “Remember with great power, comes great responsibility.” So, where is that responsibility being operated within FAAMG?

What’s behind the bills

The four bills are trying to eliminate the potential of monopolies within the industry.

1. A law against platforms giving preference to their own products on their platforms.

2. A restriction on business mergers that are not in competition with any product or service the platform already offers.

3. A ban on digital platforms owning subsidiaries that operate on their platform, if those subsidiaries compete with other businesses.

4. Platforms under legal obligation should allow users to transfer their data elsewhere if they choose, including to a competing business.

What is important to note that these efforts are being driven after further investigations on data-sharing. Due to high concern around possible improper and misuse by foreign governments. In addition to Big Tech platforms censorship and being used to influence the masses at a global scale.

Apple has already jumped on board with restrictions on third-party data-sharing. Don’t you think you have the right to know or give permission if your data should be sold to other companies or countries?

Anti-Trust Lawsuit

Lawmakers undoubtable want to give back power to the consumer. The pursuit is too bring upon changes that will split or prevent monoliths apart and enable competition. Anti-trust laws are positioned to provide fair competition in the economy. Avoiding mergers and acquisition that would cause monopoly power and other tactics that enable other rival companies to compete fairly in ad spaces.

Some details on the Anti-trust Lawsuit reported by Forbes:

· The lawsuit claims Amazon has raised prices for consumers through illegal price agreements with third-party sellers.

· The lawsuit claimed Apple unfairly forces developers to use its in-app purchasing system, with Apple gaining a commission on all sales.

· The lawsuit claims Facebook purchased Instagram and WhatsApp to eliminate them as competitors.

· The lawsuits claim that Google has monopolized search advertising, making it harder for other companies to compete in the space.

It is obvious to why the Big Tech companies are at an uproar over these new calls for action as they affect their bottom line. But as users, we should understand the benefits to us. Breaking up Big Tech would be putting the consumer’s best interest first and foremost. The success of any of these passing is unsure but the movement on regulations and control has begun.

Ask yourself, is any of this fair to the user? Have unregulated Tech giants become too big?

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Victoria Stein
Marketing in the Age of Digital

M.S. Integrating Marketing Canidate at NYU SPS . Event Marketing Manager . Dog mom to a 9 yr. old pit-bull