Google Proposes Search Changes to Avoid EU Antitrust Fine

Key Takeaways

• Google proposes new search result changes to avoid EU antitrust fines
• Vertical search engines and price comparison sites will get equal treatment
• New “VSS boxes” will display third-party services alongside Google’s own
• EU investigation under Digital Markets Act could result in fines within months

Google has submitted a revised proposal to European Union regulators, offering significant changes to its search results in a bid to avoid potential antitrust fines. The tech giant’s latest move comes as it faces scrutiny under the EU’s Digital Markets Act for allegedly favoring its own services over competitors.

Addressing Competition Concerns

The world’s most popular search engine modified its July proposal after receiving feedback from vertical search specialists and price comparison sites. These specialized services cover specific sectors like hotels, airlines, restaurants, and transport services.

Google has been under European Commission investigation since March for allegedly giving preferential treatment to its own services including Google Shopping, Google Hotels, and Google Flights over rival platforms.

New Search Result Format

Under the new proposal, Google will create equal opportunities for third-party vertical search services (VSS) to display their own dedicated boxes within search results. “We will create the opportunity for each VSS to show its own box on Search. A VSS box will be populated with results from that VSS inventory,” the company stated.

The boxes will feature identical format and information for both third-party services and Google’s own offerings. Selection for these premium positions will be based on “objective and non-discriminatory criteria,” with Google committing not to share competitors’ data.

Supplier Placement and Google’s Concerns

Actual service providers—hotels, restaurants, airlines, and travel services—will appear in separate boxes positioned above or below the VSS boxes based on query relevance.

While Google expressed eagerness to resolve the EU investigation, the company voiced concerns about the implications. “We remain concerned that any further changes to Search would prioritise the commercial interests of a small set of intermediaries over European businesses who want to sell directly to their customers,” a Google spokesperson said.

The case represents a critical test of the Digital Markets Act, which aims to limit Big Tech dominance and create fair competition. Sources indicate Google could face fines in the coming months if the proposal fails to satisfy regulators.