Can fines and fear fix the Internet?

In this blog, WebPurify’s Head of Trust & Safety, EMEA, Ailís Daly, reflects on the ‘Brussels effect.’

The “Brussels effect” continues to reshape the online world, with global regulators following Europe’s lead and asserting authority after years of warnings. On February 17, 2024, the Digital Services Act (DSA) came into effect, covering all digital services with users in the EU, including smaller platforms with fewer than 45 million monthly users. The DSA aims to improve the removal of illegal content and protect users’ rights online.

The DSA has already prompted rollbacks of launches it perceives to be harmful (TikTok Lite Rewards), discontinued targeted ad features (LinkedIn), and improved product accessibility (CrowdTangle). While enforcing these rules will be a challenge for Digital Services Coordinators (DSCs) in each member state, regulators are eager to assert their power over the online world.

Are companies responding to this pressure? Based on the surge in safety measures in recent weeks, it seems they are. Instagram, for example, recently overhauled its policies for teens, automatically applying protective settings such as private accounts and a “sleep mode” that silences notifications between 10 p.m. and 7 a.m. Meanwhile, Telegram complied with South Korean regulators by removing deepfake pornographic content, following legal pressure on its founder (and an arrest in France).

Even X, known for resisting regulatory pressure, complied with Brazilian authorities after facing a platform ban and VPN restrictions. The company blocked certain accounts, appointed a legal representative, and paid fines—a notable shift from its previously combative stance.

Proving the return on investment for safety measures isn’t easy, as damage prevention is hard to quantify. However, with the looming threat of hefty fines, platform restrictions, and even CEO arrests, these teams now have more leverage to push for safety features and influence corporate priorities. This new wave of regulation may accelerate investment in Trust & Safety, even at companies traditionally focused on free speech.

That said, it’s unrealistic to expect companies to solve all of the internet’s safety problems in one go. Safety improvements will be incremental, with the most pressing issues — child safety, misinformation, terrorism, hate speech, and gender-based violence — taking priority. Regulations are helping guide this focus, directing attention where it’s needed most.

With further regulations coming from the UK and many other countries including Australia, Singapore and Canada looking to tweak and expand existing legislation, companies could be forced to cast their safety nets wider. Trust & Safety investment is not a passing trend — it’s here to stay.