{"id":109057,"date":"2026-01-13T19:37:09","date_gmt":"2026-01-13T18:37:09","guid":{"rendered":"https:\/\/www.aisdue.eu\/?p=109057"},"modified":"2026-01-13T19:37:10","modified_gmt":"2026-01-13T18:37:10","slug":"beatrice-lupacchini-assessing-the-digital-markets-acts-effectiveness-article-52-behavioural-advertising-and-the-hidden-costs-of-compliance","status":"publish","type":"post","link":"https:\/\/www.aisdue.eu\/en\/beatrice-lupacchini-assessing-the-digital-markets-acts-effectiveness-article-52-behavioural-advertising-and-the-hidden-costs-of-compliance\/","title":{"rendered":"BEATRICE LUPACCHINI, Assessing the Digital Markets Act\u2019s Effectiveness: Article 5(2), Behavioural Advertising, and the \u201cHidden Costs of Compliance\u201d"},"content":{"rendered":"\n<p><strong>Abstract (ITA)<\/strong><\/p>\n\n\n\n<p>L\u2019articolo esamina se, e in quale misura, il Digital Markets Act (DMA) stia mantenendo le sue promesse. L\u2019analisi si concentra sull\u2019art. 5, par. 2, il quale vieta specifiche pratiche di trattamento dei dati da parte dei <em>gatekeeper<\/em> e condiziona, di conseguenza, l\u2019operativit\u00e0 dei servizi di <em>social networking<\/em> e dell\u2019<em>advertising online<\/em>. Il lavoro assume il caso <em>Meta <\/em>come principale caso studio di compliance ed enforcement: dal modello \u201c<em>Consent or Pay<\/em>\u201d sino alla decisione di non conformit\u00e0, nonch\u00e9 agli sviluppi attesi nel 2026. In tale cornice, vengono delineati possibili assetti di monetizzazione e modelli pubblicitari idonei ad assicurare la piena conformit\u00e0 all\u2019art. 5, par. 2.\u00a0 Nonch\u00e9, si valuta l\u2019effettivit\u00e0 della disposizione distinguendo tra reattivit\u00e0 istituzionale e effettivit\u00e0 sostanziale, individuando futuri profili da considerare nella valutazione dell\u2019operativit\u00e0 e dell\u2019impatto della norma: costi \u201c<em>hidden<\/em>\u201d di compliance nei mercati \u201ca valle\u201d, strategie di adattamento dei <em>gatekeeper<\/em> che possono mirare la legittimit\u00e0 e l\u2019effettivit\u00e0 dell\u2019intervento <em>ex ante<\/em> dell\u2019Unione.<\/p>\n\n\n\n<p><strong>Abstract (ENG)<\/strong><\/p>\n\n\n\n<p>The article examines whether, and to what extent, the Digital Markets Act (DMA) can be regarded as \u201ceffective\u201d. The analysis focuses on Article 5(2), which prohibits specific data-processing practices by gatekeepers and, consequently, affects the operation of social networking services and online advertising. The article takes the Meta case as its main compliance and enforcement case study, from the \u201cConsent or Pay\u201d model to the non-compliance decision, as well as the developments expected in 2026. Within this framework, it outlines advertising models capable of ensuring full compliance with Article 5(2). It also assesses the provision\u2019s effectiveness by distinguishing between institutional responsiveness and substantive effectiveness, identifying future aspects that should be considered when assessing the provision\u2019s impact: downstream \u201chidden\u201d compliance costs and gatekeepers\u2019 adaptation strategies that may undermine the legitimacy and effectiveness of the Union\u2019s ex-ante intervention.<\/p>\n\n\n\n\t\t<div class=\"wppdfemb-frame-container-1\" style=\"-webkit-overflow-scrolling:auto;\">\n\t\t\t<iframe class=\"pdfembed-iframe nonfullscreen wppdf-emb-iframe-1\"\n\t\t\t\tsrc=\"https:\/\/www.aisdue.eu\/en\/?pdfemb-data=eyJwZGZJRCI6MTA5MDYwLCJ1cmwiOiJodHRwczpcL1wvd3d3LmFpc2R1ZS5ldVwvd3AtY29udGVudFwvdXBsb2Fkc1wvMjAyNlwvMDFcL1Bvc3QtQmVhdHJpY2UtTHVwYWNjaGluaS0xLnBkZiIsInRpdGxlIjoiUG9zdC1CZWF0cmljZS1MdXBhY2NoaW5pLTEiLCJpbmRleCI6MSwid21fdGV4dCI6IiJ9\"\n\t\t\t\ttitle=\"Post-Beatrice-Lupacchini-1\"\t\t\t\tdata-pdf-id=\"109060\"\n\t\t\t\tdata-pdf-index=\"1\"\n\t\t\t\tstyle=\"border:none;width:100%;max-width:100%;height:100vh;\"\n\t\t\t\tscrolling=\"yes\">\n\t\t\t<\/iframe>\n\t\t<\/div>\n\n\t\t\n\n\n<p class=\"has-text-align-center\"><strong><a href=\"https:\/\/www.aisdue.eu\/wp-content\/uploads\/2026\/01\/Post-Beatrice-Lupacchini-1.pdf\">DOWNLOAD IN FORMATO PDF<\/a><\/strong><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Abstract (ITA) L\u2019articolo esamina se, e in quale misura, il Digital Markets Act (DMA) stia mantenendo le sue promesse. L\u2019analisi si concentra sull\u2019art. 5, par. 2, il quale vieta specifiche pratiche di trattamento dei dati da parte dei gatekeeper e condiziona, di conseguenza, l\u2019operativit\u00e0 dei servizi di social networking e dell\u2019advertising online.<\/p>\n","protected":false},"author":7,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_piecal_is_event":false,"_piecal_start_date":"","_piecal_end_date":"","_piecal_is_allday":false,"footnotes":""},"categories":[161],"tags":[],"class_list":["post-109057","post","type-post","status-publish","format-standard","hentry","category-post-articoli"],"_links":{"self":[{"href":"https:\/\/www.aisdue.eu\/en\/wp-json\/wp\/v2\/posts\/109057","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.aisdue.eu\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.aisdue.eu\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.aisdue.eu\/en\/wp-json\/wp\/v2\/users\/7"}],"replies":[{"embeddable":true,"href":"https:\/\/www.aisdue.eu\/en\/wp-json\/wp\/v2\/comments?post=109057"}],"version-history":[{"count":1,"href":"https:\/\/www.aisdue.eu\/en\/wp-json\/wp\/v2\/posts\/109057\/revisions"}],"predecessor-version":[{"id":109062,"href":"https:\/\/www.aisdue.eu\/en\/wp-json\/wp\/v2\/posts\/109057\/revisions\/109062"}],"wp:attachment":[{"href":"https:\/\/www.aisdue.eu\/en\/wp-json\/wp\/v2\/media?parent=109057"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.aisdue.eu\/en\/wp-json\/wp\/v2\/categories?post=109057"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.aisdue.eu\/en\/wp-json\/wp\/v2\/tags?post=109057"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}