The EU’s strategic push under the Digital Markets Act has resulted in mega-tech firms Alphabet, Amazon, Apple, ByteDance, Meta and Microsoft being labelled ‘gatekeepers’. With this new classification, pivotal changes are expected in the realm of digital services for end-users and businesses. Crucial guidelines centering around data transparency, competitiveness, and platform interoperability must now be adhered to. On the other side of the coin, brands such as Samsung have evaded the ‘gatekeeper’ tag.