Quite right.
No matter where your headquarters are, if you are TRADING in the EU, under whatever sector, you are bound by EU law.
And, with "google.co.uk" etc. not to mention all their advertising business targeting and taking money from UK customers, they are certainly trading in the EU even if they are an American/Irish company.
The tax law might be complex in such areas, but the consumer law isn't. Enforcement might be tricky but nowhere near impossible, as Microsoft found out despite only having the same US/Irish presence.
Biting the hand that feeds IT
