Brutality in ‘Techlash’: Facebook, Google, and Amazon

In 2019, Facebook, Google, and Amazon faced mounting regulatory scrutiny, privacy scandals, and antitrust investigations, as the global “techlash” highlighted growing concerns over Big Tech’s unchecked power and societal impact.

2019 has been a defining year for Big Tech, marked by escalating scrutiny, regulatory battles, and reputational challenges. Facebook, Google, and Amazon—once hailed as symbols of innovation—found themselves at the center of a growing “techlash,” as governments, regulators, and the public demanded greater accountability. From antitrust investigations to privacy scandals and mounting criticism of their influence, the year underscored the fragility of Big Tech’s dominance in an increasingly wary world.

The term “techlash” refers to the backlash against the growing power and influence of technology giants. In 2019, this sentiment gained significant momentum, fueled by concerns over data privacy, monopolistic practices, and their broader impact on society. For Facebook, Google, and Amazon, it was a year of reckoning, with all three facing a convergence of regulatory, political, and social pressures.

Facebook: The Aftermath of Cambridge Analytica

Facebook spent much of 2019 grappling with the fallout from the Cambridge Analytica scandal, which revealed the misuse of user data during the 2016 U.S. presidential election. The scandal had lasting consequences, prompting a global conversation about data privacy and trust. Despite CEO Mark Zuckerberg’s repeated assurances to “do better,” Facebook faced relentless criticism over its handling of user data and its role in spreading misinformation.

The Federal Trade Commission (FTC) imposed a record $5 billion fine on Facebook in July for privacy violations, the largest ever levied against a tech company. While Facebook’s revenue and user base continued to grow, the fine highlighted the intensifying regulatory scrutiny. The company’s plan to integrate messaging services across WhatsApp, Instagram, and Messenger also drew antitrust concerns, with critics arguing it would further entrench Facebook’s dominance in social media.

Google: Antitrust and Privacy Battles

For Google, 2019 was a year of antitrust investigations and heightened scrutiny over its data collection practices. The European Union continued its aggressive pursuit of Google’s monopolistic practices, levying a $1.7 billion fine for anticompetitive behavior in the online advertising market. This marked the third major fine imposed by the EU on Google in as many years.

In the United States, the Department of Justice (DOJ) launched an antitrust investigation into Google’s advertising and search businesses, probing whether the company’s dominance stifled competition. Meanwhile, Google faced criticism over its data collection practices, particularly with its Project Nightingale initiative, which involved collecting health data from millions of Americans without their explicit consent. The initiative raised alarms about privacy violations and the ethical implications of Big Tech’s growing presence in sensitive industries like healthcare.

Amazon: Worker Conditions and Antitrust Scrutiny

Amazon’s dominance in e-commerce and cloud computing drew significant attention in 2019, but not all of it was positive. The company faced mounting criticism over worker conditions in its warehouses, with reports of grueling schedules, low pay, and inadequate safety measures sparking protests and strikes across the globe. Amazon’s Prime Day in July became a focal point for labor activism, with employees in multiple countries staging walkouts to demand better treatment.

On the regulatory front, Amazon faced growing antitrust scrutiny over its dual role as both a marketplace operator and a competitor to sellers on its platform. Critics argued that Amazon used its control of the platform to prioritise its own products, disadvantaging third-party sellers. The House Judiciary Committee launched an investigation into Amazon’s practices, while the European Commission opened a formal antitrust inquiry into how Amazon used data from independent sellers.

The Broader Impact of the Techlash

The techlash against Facebook, Google, and Amazon reflects broader concerns about the role of Big Tech in society. Governments and regulators are increasingly questioning the unchecked power of these companies, while consumers are growing more aware of the trade-offs involved in using their services. In 2019, the narrative shifted from celebrating innovation to demanding accountability, with policymakers introducing measures to curb Big Tech’s influence.

The techlash has also sparked a reevaluation of these companies’ business models. Privacy concerns and data misuse scandals have prompted calls for stricter regulations, such as the General Data Protection Regulation (GDPR) in the EU and the California Consumer Privacy Act (CCPA), set to take effect in January 2020. Meanwhile, antitrust investigations threaten to break up Big Tech’s monopolies or impose significant operational changes.

What Lies Ahead

As 2019 comes to a close, the challenges facing Facebook, Google, and Amazon show no signs of abating. Regulatory scrutiny is expected to intensify in 2020, with the U.S. presidential election likely to spotlight Big Tech’s influence on democracy, privacy, and competition. Governments worldwide are signaling their intent to rein in these giants, potentially reshaping the tech landscape in the years to come.

For Big Tech, the road ahead is fraught with uncertainty. Balancing growth with accountability, innovation with regulation, and profitability with ethical responsibility will be critical. The events of 2019 have underscored the need for these companies to adapt to a new reality—one where their actions are under a magnifying glass and public trust is no longer a given.

Disclaimer: This article reflects analysis as of December 2019 and is intended for informational purposes only.