The European Commission has announced its plans for a "digital single market" that will unite the EU's fragmented online markets and crackdown on market abuses by technology firms.
It aims to mirror the existing EU single market by harmonising policies across different EU regions.
On demand
This could mean the end of 'geoblocking' online content - the process which allows streaming and playback services to be locked in certain regions - this would mean companies like Netflix, BBC, RTE and ITV would have to offer the same content in all EU states.
One of the Commissioner's key objectives is to make sure that all residents can enjoy "the same online content and services regardless of the EU country (that they) are in".
However this is likely to be a legally complicated issue, and the Commission has noted that it is looking to tackle unjustified geoblocking, and that 'territorial exclusivity' is likely to be maintained in some cases.
Regulation
The EU has already started taking action against technology companies who are thought to have abused their dominant positions by formally accusing Google of market manipulation.
These plans took six months to compile, and they call for major inquires into possible abuses by online companies - making specific reference to search engines and price-comparison websites.
Critics, particularly in the US, suggest that these measures intend to disrupt companies from North America who have established dominant positions in their respective markets.
Launching the new initiative, European Commission president Jean-Claude Juncker said that he hopes that the reforms will "lay the groundwork for Europe’s digital future" and lead to a "wave of innovative European startups."
E-commerce
European online shopping is also targeted in these reforms - measures could stop retailers charging different prices in their online stores in different regions (i.e a company like Zara could not have a coat on sale in their Spanish online store at one price - and another price in the Irish store).
The Commission also hopes to make parcel delivery from online stores more efficient and more affordable.
