In a strategic attempt to avoid a hefty fine from European regulators, Google has offered to make major changes to its search result layout—giving rival services more visibility and equal treatment. The move is part of an ongoing effort to comply with the EU’s Digital Markets Act (DMA), a sweeping law designed to curb the dominance of Big Tech.
According to documents obtained by Reuters, Google submitted its revised proposal to the European Commission three months after being formally accused of favoring its own platforms—like Google Shopping, Google Hotels, and Google Flights—over competitors. This alleged behavior violates the DMA, which demands fair competition and more consumer choice online.
At the core of Google’s offer is a promise to display rival services in prominent positions within search results. Specifically, a competing vertical search service (VSS)—like travel or hotel comparison sites—would receive its own dedicated box at the top of search pages. This box would mirror the look, functionality, and content presentation of Google’s own services, ensuring a more level playing field.
The box would showcase three direct links chosen by the rival VSS, including links to hotels, restaurants, flights, and transportation options. Other competitors would still be listed below in the rankings but without the dedicated box—unless users actively click on them.
Google emphasized in the shared documents that while it disagrees with the Commission’s findings, the tech giant is committed to finding a workable compromise. “We do not agree with the Commission’s preliminary findings, but on a without-prejudice basis, we aim to resolve the ongoing proceedings,” the company stated.
The European Commission is set to host a critical meeting on July 8, where Google’s rivals will provide formal feedback on the proposal. While the company hopes the move will be enough to settle the matter, several competitors—speaking anonymously—told Reuters that the changes still fall short of true equality. They argue the proposal doesn’t go far enough to address systemic bias in how Google’s algorithm favors its own services over others.
The outcome of this regulatory standoff could set a precedent for how powerful digital platforms operate in Europe. If the Commission remains unsatisfied, Google could face a substantial fine and be forced to implement more drastic changes to its search engine model.
This case marks another chapter in the broader fight between global regulators and tech giants, as governments seek to ensure fairness in digital marketplaces. For now, all eyes are on the July 8 feedback session, where the fate of Google’s proposal—and potentially its wallet—will be decided.
