Alphabet Inc.’s Google has submitted a new proposal to modify its search results in an effort to better showcase rival services and potentially avoid a significant European Union antitrust fine, according to documents seen by Reuters.
The move comes three months after the European Commission accused the US tech giant of breaching the Digital Markets Act (DMA) by prioritising its own services—such as Google Shopping, Google Hotels, and Google Flights—over those of competitors.
The DMA is a sweeping EU regulation designed to curb the dominance of major tech companies, ensuring smaller firms have fairer opportunities to compete and consumers enjoy more diverse choices.
In its latest proposal, Google offered to give approved vertical search services (VSS)—such as those for hotels, restaurants, flights, or transport—a dedicated box at the top of its search results. This box would use the same format, features, and level of visibility as those currently reserved for Google’s own services. Each VSS would be allowed to include three direct links of its choosing.
Other VSS would appear lower on the page and would not receive a prominent box unless users actively click to view them.
“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,” read a joint statement from Google and the Commission sent to rival companies.
The European Commission has invited affected companies to a feedback session scheduled for 8 July. However, some competitors, speaking anonymously to Reuters, expressed doubts about the effectiveness of Google’s proposed changes, arguing that the measures still fall short of establishing a truly level playing field.
Faridah Abdulkadiri
Follow us on:
