EU proposes data, AI rules that would impact Big Tech

Large technology platforms such as Amazon, Google, and Facebook may have less control over data and more AI restrictions in the EU.

The European Commission, which implements decisions and manages day-to-day operations for the European Union (EU), has unveiled a new set of what it calls “ideas and actions” designed to ensure “open, fair, diverse, democratic and confident” digital transformation. Of particular interest to major U.S.-based technology platforms are proposed regulations governing the development and control of data and artificial intelligence (AI).

Over the next five years, the commission intends to focus on three key objectives in digital: technology that works for people; a fair and competitive economy; and an open, democratic and sustainable society. The EU says it wants to create a single European data market for data which will allow unused data to flow freely within the EU. Non-personal data would be made available to all public and private individuals and companies.  

In terms of AI, the EU seeks to create incentives to accelerate deployment of AI, including by smaller and medium-sized enterprises. This includes continuing to apply strict EU rules for consumer protection, unfair commercial practices and personal data and privacy. The EU also wants to ensure that authorities can test and certify the data used by AI algorithms in “high-risk” systems, including in health areas such as cosmetics, is unbiased, transparent, traceable, and subject to human oversight. 

For lower-risk AI applications, the EU plans to enact a voluntary labelling scheme with high standards. All AI applications will be welcome in the European market as long as they comply with EU rules. In addition, the EU said it is willing to review what exceptions, if any, may be justified to current rules that mostly ban facial recognition as a form of biometric identification.

“Our society is generating a huge wave of industrial and public data, which will transform the way we produce, consume and live,” said Thierry Breton, EU commissioner for internal market. “I want European businesses and our many SMEs to access this data and create value for Europeans – including by developing AI applications. Europe has everything it takes to lead the ‘big data' race, and preserve its technological sovereignty, industrial leadership and economic competitiveness to the benefit of European consumers.”