We can expect continued pushback to AB5 from companies across the gig economy. But regardless of whether the pushback leads to legislative changes, we’ll begin to see even more innovative approaches for managing flexible labor pools and flexible schedules. In the meantime, though, how can companies stay compliant, provide stability, and still preserve the flexibility that appeals to gig workers?
Though the Data Protection Act is in the beginning stages, 19 states already have similar regulations underway, indicating that these policies are part of a fundamental shift that will impact all Americans over the next decade, marketers included. Marketing leaders need to realize that this new commitment to customer privacy is not a passing trend and must prepare accordingly without wasting any more time.
In this episode of Location Weekly, the Location-Based Marketing Association covers the FCC proposing hefty fines on mobile operators for selling location data, Apple turning your photo into a car key, Adidas tapping WhatsApp to reach consumers, KFC Canada integrating Google Maps and Assistant, Uber offering car-top signage for new driver revenue, and JCDecaux leveraging facial recognition for Yoplait in Australia.
Ride-hailing giants Uber and Lyft are teaming up with restaurant delivery service DoorDash to fight California’s AB 5, a law that would force gig-economy companies that survive on contractor labor to register their drivers (or dashers) as employees and offer them benefits, Vox reported.
The coalition, the Protect App-Based Drivers and Services campaign, is attempting to place a referendum on the 2020 California ballot that would give voters the choice to exempt ride-sharing services from the law. That would presumably include DoorDash, which is not a ride-hailing service but essentially iterated Uber’s business model, employing drivers to escort food instead of passengers from A to B on demand.
The landmark California gig economy bill that may force companies such as Uber, Lyft, and DoorDash that employ thousands of drivers as independent contractors to hire those people as employees became law today. Democratic Governor Gavin Newsom signed the bill.
If the bill does ultimately affect Uber, Lyft, DoorDash, and other companies in the so-called gig economy thriving on venture capital for the last decade, it will severely disrupt their business models, which rely on cheap labor.
Google is in the news for the wrong reasons again. The search giant agreed to pay a 500 million euro fine (about $550 million) to settle a French fiscal fraud probe after investigators in the country accused it of dodging taxes, Reuters reported.
Google’s headquarters are in Dublin, Ireland, where it settles all sales contracts to avoid paying higher taxes in the rest of Europe. Alphabet isn’t the only company to take advantage of tax loopholes to avoid paying its fair share; Apple and Facebook also have large operations there.
Google’s calculated risk in creating a low bar for verification works out fine in a world where most business owners simply want to gain legitimate access to their own listings, and most businesses do operate within those ethical boundaries. But as we’ve seen elsewhere at this stage in the evolution of social networks, fraud and deceptive manipulation have become a kind of ghost in the machine, dominating darker sectors of the local marketplace and creating an atmosphere of distrust that may eventually prove more broadly contagious.
All of this is only possible when lots of activity is consolidated on a few platforms. Just as fake accounts attempting to engineer the 2016 election thrived in the vast and complex Facebook ecosystem, so too has Google’s dominance in local attracted its own horde of opportunists, drawn like moths to its flame. Indeed, fraud in local listings is just the latest in a long history of attempts, from link farms to keyword spam, to manipulate loopholes in Google’s regulations and algorithms.
Google has been fined $1.7 billion for violating Europe’s antitrust policies. Specifically, the company stands accused of compelling companies that deploy its search capabilities on their own platforms to display a disproportionately high humber of text ads that will line Google’s pockets.
The European Commission has laid down a record $5 billion fine against Google for allegedly monopolistic search practices that have essentially forced users to turn to Google for mobile searches on the company’s Android devices.