Google Proposes Search Result Changes to Highlight Rivals, Avoid EU Antitrust Penalty: Documents Reveal

Alphabet’s Google has submitted a new proposal to the European Commission to amend its search results in an effort to avoid a significant antitrust fine under the EU's Digital Markets Act (DMA). This follows allegations that the tech giant unfairly prioritized its own services—such as Google Shopping, Google Hotels, and Google Flights—over those of its competitors, thereby breaching the newly implemented DMA.

The DMA, a landmark regulation, is designed to curtail the market dominance of large tech firms and ensure fairer competition by providing smaller competitors a level playing field and giving consumers more options. It outlines specific obligations for "gatekeepers" like Google, detailing what they must and must not do to foster fairer digital markets.

According to documents reviewed by Reuters, Google's latest proposal offers structural changes to how results are displayed on its search engine. It suggests that selected vertical search services (VSS)—which are search engines specialized in specific sectors like travel, restaurants, and shopping—would be featured in dedicated boxes at the top of the search results page. These boxes would have the same layout and functionality as Google’s own services, containing three direct links chosen by the VSS itself. The selection criteria for these VSS would be objective and non-discriminatory.

Other vertical search services would still appear in the results, but only below the dedicated box and without such a prominent display—unless users explicitly click to view more. This differentiation in visibility aims to strike a balance between Google’s existing features and the DMA’s requirement for fairness and transparency.

Despite this move, Google maintains that it does not agree with the Commission's preliminary conclusions. In communications to the Commission and its rivals, Google stated that it is engaging in the changes “without prejudice” and is willing to find a workable solution to resolve the current legal proceedings.

The European Commission has scheduled a meeting for July 8 to gather feedback from rival firms about Google’s proposed modifications. However, some of these competitors, speaking anonymously to Reuters, expressed dissatisfaction with the current proposal. They argue that the changes, although a step forward, do not go far enough to create genuinely equal opportunities for alternative service providers and still allow Google to maintain a dominant position on its platform.

The outcome of this meeting will likely influence whether the EU proceeds with its antitrust action against Google, which could include significant financial penalties. The stakes are high not only for Google but also for the broader digital marketplace, as the EU continues to test the limits of its regulatory power under the DMA. If the changes are accepted, it may set a precedent for how Big Tech firms adapt to increasing scrutiny and regulatory enforcement across the European Union.