Social Media and Privacy Policy Changes: How the Digital Services Act Shapes Brand Strategies

The regulatory landscape surrounding social media has undergone significant transformation with the full enforcement of the Digital Services Act (DSA) across the European Union in 2024–2025. Brands now operate in an environment defined by stricter transparency, reinforced data protection mechanisms and clearer responsibilities for online intermediaries. These shifts require companies to reassess targeting methods, user-data processing and communication tactics to maintain compliance and preserve audience trust.

The Core Requirements of the Digital Services Act and Their Impact on Social Media

The Digital Services Act establishes a unified framework for major online services operating in the EU, including large social networks categorised as Very Large Online Platforms (VLOPs). These services must provide enhanced transparency around recommendation systems, algorithmic processes and data usage. For brands, this means increased visibility into how their content is distributed, as well as more consistent reporting standards from the platforms themselves.

A key aspect of the DSA is its accountability mechanism, which obliges social networks to assess and mitigate systemic risks related to misinformation, harmful content and data misuse. As brands continue to rely on these environments for marketing, they must adapt to more restrictive rules on audience categorisation and the use of behavioural signals for advertising purposes.

Alongside the DSA, GDPR continues to govern personal data processing with stricter enforcement actions. Combined with national-level privacy laws, brands must now ensure that consent flows, tracking methods and data retention policies fully align with both DSA transparency requirements and GDPR privacy standards.

What These Regulations Mean for Targeting and Data Collection

Audience profiling can no longer rely on opaque datasets or ambiguous tracking methods. Social networks are required to disclose what information is used for personalisation, and users gain the right to turn off personalised recommendations. This directly affects targeted advertising, as segments built on behavioural data shrink and interest-based marketing becomes less precise.

Restrictions also apply to sensitive categories, including political affiliation, health information and minors’ data. Since 2024, major networks such as Meta and TikTok have removed behavioural ads for under-18 users in the EU. Brands targeting younger audiences must therefore shift toward contextual marketing, creative-led campaigns and broader demographic parameters.

Measurement and attribution become more limited as well. With reduced tracking capabilities and constraints on third-party data usage, companies must rely more on aggregated reporting, server-side analytics and privacy-preserving technologies such as differential privacy or on-device processing where supported.

Practical Adaptation Strategies for Brands in 2025

To remain effective under the DSA framework, companies must revise their data practices and marketing workflows. The first step is conducting regular compliance audits that assess how user information is collected, processed and used within every advertising channel. This includes confirming that consent mechanisms meet legal standards and eliminating outdated tracking tools that no longer comply with EU rules.

Brands should also optimise their content strategy for transparency. Clear explanations of how user interactions influence ad relevance, along with visible privacy notices, reinforce trust and help avoid regulatory risk. When platforms require additional disclosures from advertisers, such as political advertising labels or sponsorship identifiers, these must be integrated into standard publishing procedures.

Another critical area involves rebalancing media planning. As behavioural targeting becomes less reliable, contextual cues, first-party data and interest-driven segmentation based on voluntarily provided information gain importance. Brands must build stronger internal datasets through loyalty programmes, surveys and value-exchange mechanisms that respect user autonomy.

Operational Tools and Marketing Adjustments

Investing in privacy-centric analytics tools allows companies to maintain campaign performance without relying on invasive data collection. Solutions that provide aggregated metrics, modelled conversions and cross-channel insights support informed decision-making while respecting legal boundaries. Server-side tracking and consent-aware attribution have become standard practice in 2025.

Creative development also evolves. With reduced microtargeting capabilities, campaigns must rely on broader, more resonant messaging capable of reaching diverse audience segments. This approach benefits from stronger storytelling, clear value propositions and content formats tailored to the conventions of each social network.

Internal training remains essential. Marketing teams must understand the latest regulatory obligations, while legal departments should engage early in campaign planning rather than serving as a final checkpoint. This collaboration ensures that brand activity aligns with both the DSA’s transparency requirements and GDPR’s data-protection principles.

The Long-Term Influence of Regulation on Brand Communication

The DSA signals a shift toward greater accountability and user empowerment in the digital environment. Social networks must justify algorithmic decisions, provide clearer moderation policies and offer researchers access to anonymised data for public-interest studies. These changes will gradually enhance the quality of the overall digital ecosystem.

For brands, this environment requires long-term adaptation rather than short-term fixes. Strategies built around intrusive tracking or opaque optimisation methods are no longer viable. Instead, companies must focus on ethical data use, transparent communication and meaningful engagement to maintain relevance in regulated spaces.

The role of trust becomes central. Users increasingly evaluate companies based on how responsibly they treat privacy and how openly they communicate marketing intentions. Brands that demonstrate respect for user rights will be better positioned to navigate algorithmic adjustments, platform redesigns and further regulatory expansion expected in coming years.

How Brands Can Maintain Stability as Rules Continue to Evolve

Monitoring legal updates is crucial since both the DSA and GDPR will continue to evolve through delegated acts, updated guidelines and enforcement decisions. Companies must maintain ongoing dialogue with their advertising partners and stay informed about platform-level compliance frameworks.

Building resilient systems reduces operational friction. When marketing infrastructures rely on clear documentation, audited data sources and adaptive audience strategies, regulatory changes are less disruptive. This foundation also supports smoother integration of new advertising tools designed with privacy in mind.

Finally, strengthening user relationships offers long-term benefits. Transparency, consistent communication and a commitment to responsible data handling create an environment in which marketing can thrive even with reduced access to behavioural signals. Trust becomes a key differentiator in a regulatory landscape that prioritises user rights.