Google Cloud (NASDAQ:GOOG) (NASDAQ:GOOGL) announced a new offering, Data Transfer Essentials, available at no cost to customers in the European Union and United Kingdom.
Data Transfer Essentials lets organizations running workloads across multiple cloud platforms transfer data from Google Cloud to other providers without outbound data charges.
“Although the Act allows cloud providers to pass through costs to customers, Data Transfer Essentials is available today at no cost to customers,” Jeanette Manfra, senior director of global risk and compliance, Google Cloud said in a blog post.
The change comes as the EU Data Act takes effect on September 12, 2025, designed to make data more accessible, fair, and portable across the region. It’s part of the EU’s broader Digital Strategy, aimed at creating a fairer digital economy.
Big Tech firms (AWS, Microsoft, Google) have already been adjusting their practices to comply. Microsoft (MSFT) introduced at-cost transfer fees in the EU last month, while Amazon Web Services (AMZN) allows customers to request reduced rates for certain use cases.
These moves show how regulators’ push for competition is already shaping the market. The UK’s Competition and Markets Authority in July flagged Microsoft’s licensing practices as a barrier to fair competition.