Here’s Why You Can’t Use Threads In The EU… Yet
Meta has launched Threads in the free-falling dust of its rival Twitter. It’s already reported 100 million users in just a week. However, the social media app has yet to launch in the EU… and it might take a while too.
Why has Threads not been launched in the EU?
This is because of the EU’s Digital Market Act (DMA) – a set of EU laws passed in 2022 to make sure massive platforms like Google, Apple, Pai and Meta, sometimes referred to as “gatekeepers”, behave in a fairer and safer way.
In order for tech giant Meta to launch its app to the EU’s citizen pool, it will be forced to guarantee several things, including protection for user privacy, control of data usage, and limit its monopoly-like behaviours.
Before it guarantees these things and other expanding requirements outlined in the DMA, the app won’t be able to launch.
An interview with Instagram head Adam Mosseri , another app also owned by Meta, suggests that the EU’s Digital Markets Act is the main reason behind the delay.
Speaking on a New York Times podcast, Mosseri mentioned that “data mixing” was one of the main issues preventing Threads’ launch. The DMA bans companies like Meta from “mixing data” it collects from users on its products like Facebook, Instagram, and WhatsApp to target users by building advertising profiles.
However, Meta’s own privacy policy does currently disclose that it collects and uses information across its products to serve user ads.
Instagram Head Adam Mosseri. Source: Wikicommons
When can we expect a launch?
Maltese MEP Alex Agius Saliba, who was involved in DMA discussions, believed Threads’ launch in the EU will arrive sooner than later.
Speaking to Lovin Malta, Agius Saliba said the delay is justified because it makes sure users come first.
“Since we have an element of sharing of data between Very Large Online Platforms (VLOPs) acting as gatekeepers, the delay is justified to ensure compliance with DMA not to have a competitive advantage on other platforms,” he said.
“[Threads] will definitely come to the EU too, very soon, once they ensure compliance with DMA, so it’s not an issue of EU legislation blocking access to Threads to enter the EU Market.”
Meta, the MEP continued, has already declared itself as a VLOP (Very Large Online Platform) under the DMA – therefore more safeguards need to be established since data will be transferred between these platform services.
According to the EU criteria, a VLOP has to have more than 45 million monthly active users in the EU. There are 17 VLOPs designated by the EU, including Meta, TikTok, Youtube and Amazon Store and Google apps.
“Since their networking effects and use and transfer of personal data can have more far-reaching repercussions on our fundamental rights and democracies, more requirements than in the DSA (Digital Services Act) are imposed on them.”
“Ultimately the DMA seeks to protect competition in the ecosystem by safeguarding and making more transparent the use and transfer of our data from one service provider to the other,” he explained.
So, while we might not be able to hop onto Threads for the time being, the delays might set a precedent for better user experiences, preventing more massive data leaks and Cambridge Analytica-style scandals.
Cover photo: Screenshot of Threads from Apple App Store
Will you be hoping on Threads when or if it is launched?
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