EU targets smart TVs and voice assistants in new competition crackdown

The European Union is looking at stricter rules for smart TVs and voice assistants. These technologies are now key ways people access digital content every day. Officials are examining whether companies like Google, Amazon, Apple, and Samsung hold too much control over what users can see and do.

Voice assistants and smart TVs have grown into essential tools for streaming, searching, and interacting with media. Their rising importance has led to concerns about fair competition. Media companies argue that these platforms could limit access to content, giving a few corporations too much market power.

The EU's Digital Markets Act already targets 'gatekeepers'—large platforms that dominate digital access. Now, policymakers are considering whether smart TVs should fall under the same rules. The focus is on ensuring content remains discoverable and accessible without unfair restrictions. European media firms are pushing for stronger enforcement of competition laws. They want regulators to prevent big tech from shaping the market in ways that could disadvantage smaller players. The EU is also reviewing whether current regulations need updating to address long-term competition issues in digital spaces.

If new rules are introduced, they could change how smart TVs and voice assistants operate in Europe. The goal is to balance innovation with fair access to content. Any changes would likely affect both tech giants and the media companies relying on these platforms to reach audiences.