Google Revamps EU Search Results to Meet Antitrust Rules

Google on Tuesday rolled out major changes to its search results in Europe to comply with EU antitrust regulators, warning that the measures could reduce search quality and increase costs for European businesses. The company described the changes as the largest reduction in service quality in its 29-year search history, while saying users outside the European Union will not be affected.

Under the revamped system, specialised price-comparison and vertical search services covering sectors such as hotels, airlines and restaurants will receive greater prominence. Google will place one specialised search engine at the top of results, followed by two others with fewer details, while a carousel of businesses will appear below without features such as real-time prices. Google said its algorithm will determine the rankings and argued that the changes favour online intermediaries over local businesses.

The changes follow a €460 million ($534 million) EU fine imposed on Google in July for favouring its own services in search results, with the European Commission giving the company 60 days to comply with the Digital Markets Act. Google said earlier DMA-related changes had already caused a 30% decline in free, direct booking traffic to European businesses and warned that the latest measures could deepen the impact. The company faces periodic penalties of up to 5% of its worldwide turnover for non-compliance.

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