What Google doesn’t want you to know about its new search plan

In a bid to avoid a major antitrust fine under the European Union’s tough new tech laws, Alphabet Inc.’s Google has proposed a significant overhaul of its search results to satisfy EU antitrust regulators and avoid fines.

The proposal aims to comply with the Digital Markets Act (DMA), which targets anti-competitive behavior by major tech firms.

According to documents seen by Reuters, Google plans to give rivals more visibility at the top of search pages.

The proposed change includes adding a dedicated box for approved vertical search services (VSS) like flights, hotels, and restaurants.

Each approved VSS would receive a box similar in style and position to Google’s own commercial service boxes.

These rival boxes would feature three direct links, selected by the service provider, with equal design and placement.

Other competitors would still appear below, unless users click to expand results or adjust their search query.

This move comes after the European Commission accused Google of favoring its own services in violation of DMA rules.

Google’s services like Google Shopping, Google Flights, and Google Hotels have dominated prime search result positions for years.

This has allegedly disadvantaged smaller rivals by limiting their visibility and reducing user traffic to non-Google platforms.

In a joint statement with the Commission, Google said it seeks to resolve the issue without admitting wrongdoing.

“We do not agree with the findings but want a workable solution,” the statement read.

The European Commission has invited affected companies to give feedback at a session scheduled for July 8.

Several unnamed competitors voiced concern that Google’s offer still leaves rivals at a competitive disadvantage.

They argue Google retains too much control over what users see and where rival links are placed.

Critics believe the change may be cosmetic and fail to restore genuine market competition in the long term.

Under the DMA, violations can attract fines of up to 10% of a company’s global annual revenue.

Repeat offenses may trigger even harsher penalties, including operational restrictions or structural remedies.

This case reflects growing EU resolve to curb Big Tech dominance and protect smaller digital service providers.

The Digital Markets Act officially took effect in March 2024, granting Brussels more power over large online platforms, or “gatekeepers.”

Gatekeepers are companies with significant market power across the EU’s digital economy, such as Google, Apple, Amazon, Meta, and Microsoft.

These firms are now required to ensure fair access for competitors and avoid self-preferencing in their digital ecosystems.

Under the DMA, Google is specifically listed as a core platform service subject to strict compliance obligations.

Google’s search engine has long drawn criticism for giving preference to its own services over independent platforms.

Smaller firms complain that Google’s layout and algorithms funnel users toward Google products, stifling innovation and fair competition.

Consumer groups also claim that this dominance limits user choice and reduces the quality of available information online.

The Commission’s investigation into Google began shortly after the DMA was implemented and gathered evidence from affected businesses.

Officials warned that non-compliance could carry severe financial penalties and damage Google’s operational standing within the European Union.

Google hopes its proposal will ease regulatory pressure while preserving its ability to design and control search layout.

Sources familiar with the matter say the EU remains cautious and will examine the technical details closely before approval.

Some tech experts believe Google’s move is strategic, aimed at avoiding another multibillion-euro fine from Brussels.

In previous cases, the EU has fined Google over €8 billion for antitrust violations related to Android and search practices.

By offering partial concessions now, Google may hope to prevent more severe sanctions or legal action under the DMA.

However, critics argue the company’s dominance in digital search remains largely unchanged by the proposed tweaks.

Rival platforms want deeper reforms, including algorithmic transparency and equal access to top-tier search display real estate.

Google maintains that it balances user needs with fair visibility for other services through its ranking and design systems.

The coming months will prove critical for Google’s future in Europe’s heavily regulated digital environment.

With feedback due in July, the Commission could issue a formal decision before the end of 2025.

That ruling may set a legal benchmark for all Big Tech firms operating within the European Union.

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