Alphabet Inc.’s Google has submitted a revised proposal to the European Commission, aiming to avoid a major fine under the EU’s Digital Markets Act (DMA). The proposal comes in response to concerns that Google’s search results unfairly favour its own services over those of rivals.
The DMA, passed to ensure fair competition in digital markets, requires tech giants like Google to provide equal visibility to competitors.
In March, the European Commission accused Google of breaching this law by giving special treatment to services such as Google Shopping, Google Flights, and Google Hotels.
In the updated proposal, Google says it will provide rival vertical search services (VSS) with a dedicated display box at the top of search results.
This box will resemble the one currently used for Google’s own tools, featuring equal visibility, style, and layout. Each approved VSS will be able to feature three direct links of its choice.
Google also stated that other VSS will still appear lower on the search page, unless users click an option to expand and view more results.
In a joint communication sent to rival firms, both Google and the Commission noted, “We do not agree with the Commission’s preliminary findings’ position but, on a without prejudice basis, we want to find a workable solution to resolve the present proceedings.”
Mixed Reactions from Competitors and Next Steps
The Commission has scheduled a consultation meeting with affected parties for 8 July. While the proposal attempts to comply with the DMA, not all competitors are convinced.
Some rivals argue the changes do not provide equal footing, especially if the top display remains limited to a select few services.
The Commission is still evaluating Google’s offer and may choose to request additional changes. If the offer is rejected and Google is found in breach, it could face hefty penalties, including fines of up to 10% of its global annual turnover.
Meanwhile, businesses relying on search visibility—especially travel, transport, or e-commerce platforms—are closely watching how the EU handles the case.
Rate, Like 👍, Comment, share this article and Follow us on our social media handles.
WhatsApp Channel
Telegram Channel
