When you draw a line at 45,000,000 people, you end up printing more paper at the store
EU VLOP/VLOSE rules turned online advertising transparency into “run it with an audit trail.” So what does that do to the cost of updating POP, pack-in inserts, and even receipt copy in ecommerce and retail?
The EU’s Digital Services Act (DSA) forces the biggest platforms to build advertising transparency and accountability into their systems—not as a policy, but as infrastructure. The practical effect is that what you said online sticks around and is easy to check later. And that flips the risk equation: a single line on an in-store POP sign, a pack-in flyer, or a receipt can become a brand’s “can’t-delete-it” liability.
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Translated from Japanese by AI. The Japanese original is authoritative.
In the EU, if a service’s average monthly active recipients (AMAR) exceeds 45 million, it takes on additional obligations as a VLOP/VLOSE (Very Large Online Platform/Search Engine). On 25 April 2023, the European Commission announced the first designations: 17 VLOPs and 2 VLOSEs, 19 in total. The list includes players where the path to purchase and advertising are tightly intertwined—Amazon Store, AliExpress, Zalando, and others.…
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Sources
- European Commission PressCorner（IP_23_2413 PDF） / 2023-04-25
- Court of Justice of the European Union（Panorama 2025: judicial activity）
- digitalacts.eu（DSA Article 39表示ページ）
- Hannes Snellman / Digital Horizon（Article 39解説）
- Council of the EU（ST-8579-2024-INIT PDF）
- European Commission（IP-25-2934 PDF） / 2025-12-05
- European Commission Digital Strategy（DSA VLOPs政策ページ）
- Le Monde（Economy記事） / 2026-07-20
- EUR-Lex（Commission文書 C(2023)1257）
- Temu Transparency Report（ppc.landホストPDF）
- Council of the EU（CONSIL ST_15560_2025_ADD_1 PDF）
- European Commission Digital Strategy（designated VLOPs/VLOSEs一覧ページ・NL版） / 2026-07-24
- European Commission PressCorner（IP_24_5707 PDF）
- Court of Justice of the European Union（Press release cp240060en） / 2024-03-27
- X Transparency（DSA Audit Report PDF） / 2024-08-27
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