> This is a bit technical but "shall" here has the legal effect of "are under obligation to". On legal technicalities, the article doesn’t impose on publishers

> This is a bit technical but "shall" here has the legal effect of "are under obligation to". On legal technicalities, the article doesn’t impose on publishers the obligation to “prevent” the availability of copyrighted content, only to “take measures” toward that aim. The rest of the article further elaborates on the requirements and the process to define proportionate and appropriate measures.