The so-called trilogue negotiations between the EU Parliament, the EU Commission and the Council of the EU on the Digital Services Act, DSA, ended in the early hours of the morning. We reported about it HERE .

Bitkom welcomes the fact that personalized advertising in social networks will continue to be possible. “The DSA strengthens the protection of consumers in the digital world – at the same time it creates an EU-wide, harmonized legal framework for service providers and platforms,” says Rebekka Weiß, Head of Trust & Security at the digital association Bitkom. “It is important that this legal framework also works in practice, sets clear rules and at the same time leaves the platform economy room for innovation.”

Advertising is omnipresent on social media.

For many users of Facebook, Instagram, TikTok and Co. it has now become an indispensable component. 63 percent say they don't want to do without advertising on social networks because they keep discovering offers and topics that they wouldn't have found otherwise.

This figure is higher among women (67 percent) than among male users of social networks (59 percent). These are the results of a representative survey commissioned by the digital association Bitkom among 1,005 people in Germany aged 16 and over, which was carried out in January 2022. According to this, 61 percent think advertising is generally okay because it means the networks are available for free. “Appropriate advertising offers many social media users concrete added value ,” emphasizes Bitkom expert Weiß.

In Germany, retailers are particularly active on social media

Two thirds (68 percent) of retailers have their own social media profiles to attract attention. A third (34 percent) pay for advertisements in the form of sponsored posts, as shown by a representative Bitkom survey of more than 500 retail companies in Germany in autumn 2021.

However, advertising on social media also causes difficulties for some users

46 percent sometimes find it difficult to distinguish between advertising and real posts. A third (34 percent) find advertising on social media annoying. “The advertising industry as a whole is undergoing change and the importance of advertising in social media is increasing rapidly ,” says expert Weiß. “Users of social networks such as Instagram, Facebook or TikTok must be able to recognize whether a post is advertising or not.”

Note on methodology: The information is based on a survey that Bitkom Research conducted in January 2022. 1,005 German citizens aged 16 and over were interviewed by telephone. The survey is representative. The question was: “To what extent do you agree with the following statements about advertising on social networks?” ( Source )


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Notes:
1) This content reflects the current state of affairs at the time of publication. The reproduction of individual images, screenshots, embeds or video sequences serves to discuss the topic. 2) Individual contributions were created through the use of machine assistance and were carefully checked by the Mimikama editorial team before publication. ( Reason )