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EU power sustainability drive with uniformity on USB-C charger

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Have you ever borrowed a friend’s charger only to find it is not compatible with your phone? Or wondered what to do with the pile of cables you’ve accumulated from every device you’ve ever bought?

Such inconveniences will soon be history after the EU mandated on June 7 2022 that all small and medium-sized portable devices must be equipped with a USB-C charging port by the autumn of 2024. Laptops are due to come under the new rule roughly in autumn 2027.

Unbundling will also be mandatory: chargers will no longer come with new phones, but will be purchased separately, if needed, when you buy a new phone. According to the EU’s announcement: “This law is a part of a broader EU effort to make products in the EU more sustainable, to reduce electronic waste, and make consumers’ lives easier.”

The European Commission first announced it was discussing the need for a common charger with the industry in 2009, so many manufacturers have already aligned their production with the new rule. As a result, more than 30 different models of a charger have now been reduced to only three: the new standard USB-C, the mini-USB, and Apple’s Lightning charger.

A common charger should be less wasteful and cheaper, as well as making consumers’ lives easier – what could possibly be wrong with that? According to Apple, a lot. The tech company has criticised the plan to standardise, arguing the regulation may hinder future innovation. But the new rules mean it has been forced to add USB-C charging capabilities to its next generation of phones anyway. This shows the power of the EU to affect the development of markets and industries beyond its borders.

Consumers have benefited from improvements to charging technology over the years, but the concern is that a common charger requirement could stifle innovation by making it impossible to develop and roll out even better versions. Imagine if regulators had forced the installation of a CD player on laptops or even a headphone jack on mobile phones, for example. A study commissioned by Apple estimates the potential loss of value to consumers from blocking innovation in this area to be in the billions.

The Commission argues that the legislation is flexible enough to allow for innovation. It even explicitly seeks a common standard for wireless charging as soon as the technology is mature enough. This standard could be adopted by 2026, with the only constraint being that the future wireless standard is the same for all companies.

 

Pesky little brothers

Finding a common standard is often in the interest of manufacturers. Along with helping to reduce costs, it offers the ability to compete on a level playing field. The prospect of a future common standard also encourages competition to provide the resulting product. This often results in manufacturers cooperating without government interventions, both at the national and international levels.

Indeed, USB is already a collaborative venture founded by major tech players such as Microsoft, HP and even Apple. The difference with Apple’s Lightning chargers, however, is precisely that the technology is not collaborative and it’s proprietary. Anyone can add a USB port to an electronic device, but only Apple products can use its lightning ports.

Economists call this a “pesky little brother” situation. Apple is by far the largest technology company in the world. While everyone would like their product to be compatible with Apple, it wants exclusivity. Thus, the main risk of the new regulation may not be to hinder innovation in general, but to block new exclusive Apple designs.

As such, the EU has chosen the collective gain of a common standard versus the benefit some consumers may derive from the exclusivity of Apple products. Other regulators might care more about not hurting Apple’s profits, but the EU seems to believe that this point is irrelevant to the welfare of European citizens.

EU-chargerThe Brussels effect

On the other hand, the EU’s decision to standardise chargers is likely to have global implications. Once tech manufacturers switch to offer the common charger for European customers, it could be costly to produce a different technology for other parts of the world.

Once a product is compliant with EU regulation, firms often choose not to make a different version for the rest of the world. EU rules on health and safety, recycling, or chemical products often force global manufacturers to change their practices everywhere, for example. And when a smaller player such as the UK insists on having its own certification, it merely becomes a costly bureaucratic exercise of replication.

Take GDPR as an example. Since 2016, global websites have modified user experience to abide by the European data protection law. Companies such as Facebook and Google have adapted their business models to suit the new standards stemming from the EU Digital Market Act, drastically reducing the ways they can make money from consumer data. Companies are not obliged to apply EU law globally, they often simply find it easier to do so.

Known as the “Brussels effect”, this means lawmakers representing Europe’s 400 million people often end up deciding the standards for the rest of the world. Standardisation and regulation decisions are typically taken after an analysis of the cost and benefits of different options. In the case of GDPR, some studies estimate [the innovation cost of privacy](https://www.nber.org/papers/w30028) to be significant.

While US lawmakers think this cost is higher than the benefits, their preference has become largely irrelevant. The biggest technological companies are based in the US but their regulation has been delegated to the EU in practice, simply because its regulators acted first.

In the case of the common charger, the direct risk to innovation is probably minimal and consumers should be fairly happy with the new rules. The underlying issue is actually democratic: standards are often set by the regulators that act first. Others must then watch markets develop from the sidelines.

Renaud Foucart does not work for, consult, own shares in or receive funding from any company or organization that would benefit from this article, and has disclosed no relevant affiliations beyond their academic appointment.

Copyright © 2010–2022, The Conversation Trust (UK) Limited

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UAE tightens social media advertising rules with new Mu’lin permit

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The UAE Media Council has launched Mu’lin, a new permit now required for individuals conducting advertising activities on social media platforms, whether for financial gain or otherwise.

The move is part of a broader strategy to modernise media regulations, enhance content quality, and establish the UAE as a leading hub for digital content creation and advertising.

According to the council, the Mu’lin permit aims to create a more transparent and professional digital media environment by defining clear guidelines for advertising practices, while protecting the rights of audiences, advertisers, and content creators alike.

“Mu’lin is a pivotal step in strengthening the regulatory framework for online advertising,” said Mohammed Saeed Al Shehhi, Secretary-General of the UAE Media Council. “It reinforces our vision of building a responsible and dynamic media model aligned with digital transformation and international best practices.”

Regulating the creator economy

The new permit is intended to empower content creators, boost investor confidence, and attract global talent by providing a flexible yet clear regulatory framework. It also supports the UAE’s broader ambitions to build a sustainable, innovation-driven media economy.

Al Shehhi highlighted that the initiative will contribute to increasing trust in digital content, particularly in advertising, which is a fast-growing segment of the UAE’s creative economy.

Supporting quality and compliance

Maitha Majid Al Suwaidi, Executive Director of the Strategy and Media Policy Sector at the UAE Media Council, noted that the Mu’lin permit is also designed to improve the overall quality of advertisements on social platforms, enabling responsible content creation while setting standards for professionalism.

The announcement follows the council’s issuance of over 2,500 media licences in the first half of 2025, reflecting the strong growth of the media and content creation sector in the UAE.

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Dubai launches world’s first human–machine collaboration classification system

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Sheikh Hamdan bin Mohammed bin Rashid Al Maktoum, Crown Prince of Dubai, Deputy Prime Minister, Minister of Defence, and Chairman of the Board of Trustees at Dubai Future Foundation, has approved the launch of a groundbreaking global initiative. This classification system clearly distinguishes the role of humans and machines in creating creative, scientific, academic, and intellectual content.

A Transparent Approach to the Future of Content Creation

In a statement, Sheikh Hamdan said: “Distinguishing between human creativity and artificial intelligence has become a real challenge in light of today’s rapid technological advances. This calls for a new approach to recognise the growing role of intelligent machines. That’s why we launched the world’s first Human–Machine Collaboration Icons, a classification system that brings transparency to how research documents, publications, and content are created.”

He urged researchers, publishers, writers, designers, and content creators worldwide to adopt this system responsibly and in a manner that benefits society.

As part of the initiative, all Dubai Government entities have been instructed to implement the classification system in their research and knowledge-driven activities.

About the Human–Machine Collaboration (HMC) Classification

Developed by the Dubai Future Foundation, the HMC classification system introduces a new standard for content transparency. It allows users to visually identify the extent of human vs. machine contribution in the creation of any piece of work, from research reports and academic papers to design and digital media.

The classification applies across multiple sectors, including research, publishing, content creation, and design, all of which are increasingly influenced by automation and AI.

The Five Main HMC Icons

The system features five core icons to represent levels of human–machine collaboration:

  • All Human – Fully created by a human, no machine involvement
  • Human-led – Created by a human with machine assistance for accuracy or improvement
  • Machine Assisted – Collaborative creation between human and machine
  • Machine-led – Machine-driven content with human verification
  • All Machine – Fully generated by machines, without human input

In addition, nine functional icons highlight specific stages where collaboration took place, including ideation, data collection, analysis, interpretation, writing, visuals, and translation.

While the icons don’t quantify the exact level of machine contribution, they offer a transparent, standardised way to disclose collaboration, empowering creators and consumers alike.

A Global Call to Action

The HMC classification is designed to be adaptable across industries and compatible with all types of media, including text, image, and video content.

To learn more about how to use the HMC icons and download the full system, visit: www.dubaifuture.ae/hmc

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How Millennials and Gen Z are powering UAE’s mobile shopping boom

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Millennials and Gen Z are leading a retail revolution in the UAE, turning their smartphones into their go-to shopping destination. According to the newly released 2025 Global Digital Shopping Index – UAE edition, the country’s youngest consumers are driving the UAE to the top of the global mobile shopping leaderboard.

The report, commissioned by Visa Acceptance Solutions and conducted by PYMNTS Intelligence, surveyed 1,679 consumers and 329 merchants across the UAE. The findings reveal a dramatic rise in mobile-first shopping habits, with Millennials and Gen Z leading the charge.

Mobile is the New Mall

A whopping 67% of UAE consumers used their phones as part of their most recent retail purchase, a 23% increase since 2022. But it’s the younger generations setting the pace:

  • 73% of Millennials shopped using their phones during their last purchase
  • Gen Z isn’t far behind, proving that mobile shopping is second nature to digital natives

These generations are not just buying, they’re reshaping the entire shopping experience, demanding speed, security, and flexibility at every step.

Tech-Savvy, Security-First Shoppers

Younger UAE shoppers are also embracing biometric authentication, like fingerprint or facial recognition, more than ever. 32% of UAE consumers used biometrics in their latest online retail transaction, nearly double the global average of 17%.

What Young Shoppers Value

Millennials and Gen Z in the UAE expect more than just fast checkouts. Their top demands include:

  • Rewards programmes (75%)
  • Free shipping (73%)
  • Price matching (70%)
  • Cross-channel flexibility (53%)—blending in-store, mobile, and desktop shopping

They’re also more likely to shop online for home delivery, with 38% of UAE consumers choosing this convenience in their most recent purchase.

Setting a Global Standard

The UAE now has the highest rate of mobile-based online shopping globally (37%), outpacing Singapore, the UK, and Brazil. Industry experts attribute this to a strong digital ecosystem backed by collaborative efforts between the UAE government, retailers, and fintech partners.

“Millennials and Gen Z are shaping this future—and we’re proud to support it through innovations like Click to Pay,” said Salima Gutieva, Visa’s Vice President and Country Manager for the UAE.

Future of Retail: In Their Hands

The takeaway? Mobile-first isn’t coming, it’s already here, thanks to the tech-savvy preferences of the UAE’s younger generations. Whether it’s a tap, swipe, or biometric scan, Millennials and Gen Z are making mobile shopping the new normal in the Emirates.

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