{"id":414965,"date":"2025-09-11T05:05:13","date_gmt":"2025-09-11T05:05:13","guid":{"rendered":"https:\/\/www.europesays.com\/uk\/414965\/"},"modified":"2025-09-11T05:05:13","modified_gmt":"2025-09-11T05:05:13","slug":"what-fashion-needs-to-know-about-the-eu-us-tech-regulation-battle","status":"publish","type":"post","link":"https:\/\/www.europesays.com\/uk\/414965\/","title":{"rendered":"What fashion needs to know about the EU-US tech regulation battle"},"content":{"rendered":"<p class=\"paywall\">\u201cFashion brands could face major digital fragmentation and operating headaches as EU and UK laws require platforms to implement region-specific content moderation and privacy controls,\u201d says Lauren Madonia, Lvlup Legal business and intellectual property attorney.<\/p>\n<p class=\"paywall\">These controls directly affect marketing plans, as the tech platforms that brands and advertisers rely upon to sell their products may have to operate completely differently in each market to satisfy conflicting regulations. A luxury brand\u2019s Instagram campaign could face different content standards, targeting options, tracking and measurement, depending on where users are located, Madonia flags.<\/p>\n<p class=\"paywall\">\u201cThis added complexity could undermine retargeting campaigns that typically drive repeat purchases,\u201d she says. This could force fashion brands to diversify their advertising approaches and explore alternative customer acquisition methods in markets like Europe that could face more limited platform functionality.<\/p>\n<p class=\"paywall\">Increased fragmentation could also see brands using Meta Business Manager or Google Analytics for global tracking ending up with scattered data that\u2019s harder to compare; customer service through Whatsapp Business could work differently depending on local encryption rules; and customer data could become trickier to manage across borders. \u201cShoppers travelling from New York to London could lose the personalised recommendations that brands have worked so hard to provide,\u201d Madonia says.<\/p>\n<p class=\"paywall\">As brands race to <a href=\"https:\/\/www.voguebusiness.com\/story\/technology\/inside-ralph-laurens-new-white-label-ai-styling-tool\" target=\"_blank\" rel=\"noopener\">invest in AI tools<\/a> that promise to fix online shopping\u2019s discovery and personalisation pain points, increased regulatory fragmentation poses a fundamental threat to the way these AI models work, too. They typically process customer data across borders, but brands could be forced to run separate systems for US versus EU customers. \u201cThis would reduce accuracy and could devastate companies whose entire business depends on AI-powered recommendations,\u201d says Madonia.<\/p>\n<p class=\"paywall\">And in the unlikely case that Europe did cave to Trump and weaken its regulation of US tech platforms, this could offer larger brands that handle more data more benefits than smaller brands. But these benefits would likely be short lived.<\/p>\n<p class=\"paywall\">\u201cCompanies that fail to self-regulate and navigate the balance themselves risk damaging their hard-won credibility with European consumers.\u201d<\/p>\n<p>Venesa Rugova, senior analyst at geopolitical intelligence firm Minerva Technology Futures<\/p>\n<p class=\"paywall\">\u201cIt would be much easier to target audiences effectively, which could also accelerate the development and deployment of AI tools across design, trend forecasting, inventory management and personalised marketing,\u201d says Venesa Rugova, senior analyst at geopolitical intelligence firm Minerva Technology Futures. \u201cBut companies that fail to self-regulate and navigate the balance themselves risk damaging their hard-won credibility with European consumers, which could push them back towards traditional, in-person shopping channels.\u201d<\/p>\n","protected":false},"excerpt":{"rendered":"\u201cFashion brands could face major digital fragmentation and operating headaches as EU and UK laws require platforms to&hellip;\n","protected":false},"author":2,"featured_media":414966,"comment_status":"","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[5174],"tags":[2000,299,5187,1699,126,2998],"class_list":{"0":"post-414965","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-eu","8":"tag-eu","9":"tag-europe","10":"tag-european","11":"tag-european-union","12":"tag-features","13":"tag-latest"},"share_on_mastodon":{"url":"https:\/\/pubeurope.com\/@uk\/115183925533022190","error":""},"_links":{"self":[{"href":"https:\/\/www.europesays.com\/uk\/wp-json\/wp\/v2\/posts\/414965","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.europesays.com\/uk\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.europesays.com\/uk\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.europesays.com\/uk\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.europesays.com\/uk\/wp-json\/wp\/v2\/comments?post=414965"}],"version-history":[{"count":0,"href":"https:\/\/www.europesays.com\/uk\/wp-json\/wp\/v2\/posts\/414965\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.europesays.com\/uk\/wp-json\/wp\/v2\/media\/414966"}],"wp:attachment":[{"href":"https:\/\/www.europesays.com\/uk\/wp-json\/wp\/v2\/media?parent=414965"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.europesays.com\/uk\/wp-json\/wp\/v2\/categories?post=414965"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.europesays.com\/uk\/wp-json\/wp\/v2\/tags?post=414965"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}