Google Revises Search Layout Amid EU Antitrust Pressure
- Google proposes new changes to its search results to address EU antitrust concerns and avoid fines under the Digital Markets Act.
EU Scrutiny Prompts Search Adjustments
Google has submitted a revised proposal to the European Commission in an effort to resolve ongoing antitrust concerns related to its search practices. The company’s latest offer follows criticism from vertical search services (VSSs) and price comparison platforms, which argued that Google’s previous layout favored its own products. Since March, regulators have been investigating whether services like Google Shopping, Flights, and Hotels receive preferential treatment. A formal penalty under the Digital Markets Act remains a possibility if the issue is not resolved.
The Digital Markets Act aims to curb the dominance of major tech firms and promote fair competition across digital platforms. Google’s updated proposal includes equal treatment for third-party VSSs, ensuring their results appear with the same format and functionality as Google’s own. Each VSS would be allowed to display its own dedicated box populated with its inventory. Placement of these boxes would depend on relevance to the user’s query, not on affiliation with Google.
Proposed Features and Competitive Criteria
According to the proposal, the selection of which VSS box appears will be determined by objective and non-discriminatory criteria. Google emphasized that it would not share data between competing services, aiming to preserve confidentiality and neutrality. Suppliers such as hotels, airlines, and restaurants could appear in separate boxes either above or below the VSS display, depending on the search context. The company stated its intention to find a balanced solution that satisfies regulatory expectations without disadvantaging direct sellers.
Despite its willingness to cooperate, Google expressed concern about the broader implications of the proposed changes. A spokesperson warned that prioritizing intermediary platforms could undermine European businesses seeking direct engagement with customers. The company maintains that its goal is to support user choice while preserving a fair digital marketplace. Discussions with the Commission are ongoing, and further revisions may be required.
Broader Context and Industry Impact
This case is part of a wider effort by EU regulators to enforce the Digital Markets Act, which outlines specific obligations for dominant online platforms. The legislation seeks to prevent self-preferencing and ensure that smaller competitors have access to visibility and traffic. Google’s response reflects the growing pressure on tech giants to adapt their services to comply with evolving legal standards. The outcome of this investigation may set a precedent for future enforcement actions across the sector.
Interestingly, the proposal’s emphasis on standardized display formats for third-party services mirrors earlier remedies offered in previous antitrust cases. In 2017, Google was fined €2.42 billion for favoring its shopping service, prompting similar structural changes. The current negotiations suggest that regulators are seeking more robust and enforceable commitments. Whether Google’s latest offer meets those expectations remains to be seen.
