Consumers want to feel in control of the content that they are shown and the decisions they take online. They must therefore be offered genuine choices, for example in relation to what search engines and web browsers they use, as these tools are the gateways to many of consumers’ online activities like shopping and booking travel.

The EU’s Digital Markets Act, through the creation of more contestable markets, aims to give consumers more choice in online services. Requiring large digital platforms to provide consumers with choice screens is one element of this objective.

However, these choice screens must be well designed to effectively give consumers genuine choices as required by the DMA.