In the heart of European politics—Brussels—tech giants are increasingly adopting new, digital forms of lobbying. Traditional influence through meetings and policy memos is gradually being complemented, and in some cases replaced, by social media campaigns. This trend is already being called the next major transformation in the field of government relations (GR).
Analysts from Harwood Levitt Consulting note that influencing politicians is no longer confined to the corridors of the European Commission or the halls of the European Parliament. The focus has shifted to public opinion. Tweets, YouTube videos, professional posts on LinkedIn, and even memes on TikTok have become part of deliberate strategies aimed at shaping public sentiment and indirectly pressuring regulators.
The rise of digital lobbying coincides with new European regulations targeting Big Tech—namely, the Digital Services Act and the Digital Markets Act. As the EU tightens its control, companies like Meta, Amazon, Apple, and Google are seeking ways to communicate their positions not directly, but through “public support.”
At the same time, this raises concerns among experts about transparency. Social media allows for the launch of campaigns without formal registration in the EU’s Transparency Register. This opens the door to manipulation: for example, messages may be promoted by influencers who do not disclose their ties to corporations.
Despite the risks, digital lobbying has already proven effective. Instead of targeting one influential policymaker, a campaign can reach tens of thousands of citizens who then file complaints, ask tough questions to MEPs, or create public pressure online.
One thing is clear: the rules of the game have changed. And Brussels must now find an answer—how to strike a balance between the right to communication and the need for transparency when the main platform of influence is the news feed on your smartphone.
