YoInstagram Threads, Meta’s alternative to Twitter, is a smashing success. The platform has already accumulated more than 100 million users since its launch on July 6. All this, despite the fact that it is not available in some markets. In Europe, in fact, users cannot download the app or register —at least not officially, as there are alternative methods to do so. AND there is a reasonas confirmed by the company itself.
Christine Pai, who is a spokesperson for Meta, has singled out The Verge that, for the moment, Instagram Threads is not available in Europe due to the Digital Markets Act (DMA). And more specifically, because Meta must ensure that it complies with the aforementioned regulation before launching the product. In other words, the company is not prohibited from activating the service in Europe. In fact, they plan to do so, but the DMA measures force Meta to verify more carefully that both the app and the options it includes comply with European regulations.
The Digital Markets Law, in particular, is full of measures that affect companies considered as “gatekeepers”. They are those that exceed a user base and have a “strong economic position”. That is, companies like Google, TikTok or Meta. The measures, for the most part, are intended to prevent them from abusing or taking advantage of their dominant position in the market and avoid allowing smaller competitors to grow unfairly.
Instagram Threads breaches an important measure of the DMA
Threads, for the moment, and according to Adam Mosseri, head of Instagram, seems to be in breach of several of the regulations of the Digital Markets Law. The main one is the one that prohibits companies from mixing user data between their different services in order to display related advertising based on their interests. Instagram Threads, in a way, forces users to sign in with their Instagram account. Therefore, they match enough data to be able to collect more accurate information from the user, such as username, profile and other relevant data.
What the Digital Markets Law does allow is for companies to offer users the possibility of choosing if they want their personal information to be combined between the different services. Instagram Threads, however, does not offer any registration options other than connecting a user’s Instagram account. In fact, this is one of the functions that has helped in the success of the new social network and that, in addition, will benefit Meta considerably.
In the case of Europe, and for Instagram Threads to be available in this market, Meta should allow users to select an alternative registration method to your Instagram account, such as an email address. At the moment, and according to several people in charge of Meta and Instagram, the company is focused on ensuring that the app complies with all the EU requirements. Including data protection measure and more.