EU targets smart TVs and voice assistants in new competition crackdown

Broadcasters warn tech giants are stifling competition—will the EU's Digital Markets Act level the playing field? A landmark decision could reshape Europe's digital future.

, and Administrator

2026 March 23 . 9:09 PM

1 min read

The image shows a man in a suit and headphones sitting in front of a TV, with a wooden wall in the... — The image shows a man in a suit and headphones sitting in front of a TV, with a wooden wall in the background. He appears to be in the middle of a conversation, likely discussing the news that the Nigerian government has banned the use of the internet.

EU targets smart TVs and voice assistants in new competition crackdown

The European Union is reviewing stricter rules for smart TVs and voice assistants. Broadcasters and media firms argue that major tech companies—including Google, Amazon, Apple, and Samsung—hold too much control over content access. The debate centres on whether these platforms should face tougher competition laws under the EU's Digital Markets Act.

European media companies are pressing for stronger enforcement of existing competition rules. Their main concern is that large tech firms could prioritise their own services, making it harder for independent content to be found. Broadcasters want platform operators to guarantee fair access and visibility for all providers.

The EU is now examining whether smart TVs and voice assistants should be classified as 'gatekeepers' under competition law. If redefined, these systems would face stricter obligations, potentially reshaping how digital markets operate. Reports from *retail-news.de* suggest smart TVs could soon fall under these new rules. The discussion comes as the EU sharpens its focus on digital platforms. While no recent market share data is available, regulators are assessing whether current laws are strong enough to prevent anti-competitive behaviour. The outcome could determine how content is distributed across Europe's digital landscape for years to come.

The proposed changes aim to limit the dominance of major tech firms in content distribution. If approved, stricter rules would force platforms to ensure equal treatment for all media providers. The decision may also set a precedent for how other digital services are regulated in the future.