Google’s Latest Proposal to EU Regulators Could Reshape Search Results – and Impact Advertisers Across Key Sectors
Google has submitted a revised proposal to the European Commission in a last-minute attempt to avoid a fresh antitrust fine, following allegations that it prioritises its own services in search results, according to a confidential document reviewed by Reuters.
Why it matters
The proposal comes just days ahead of a crucial workshop on 7–8 July in Brussels, where Google will meet with competitors and regulators to discuss its practices under the EU’s Digital Markets Act (DMA). A fine is on the cards if regulators determine Google has breached the Act’s fairness requirements.
A quick recap
In March, the European Commission formally charged Google under the DMA, alleging it gives preferential treatment to its own services such as Google Shopping, Google Hotels, and Google Flights, disadvantaging rival platforms.
To address these concerns, Google initially proposed a “vertical search service” (VSS) box at the top of its search results page, designed to feature both its own and third-party services.
Why it matters to advertisers
Any changes to how Google displays search results – particularly under EU regulation – could directly affect visibility, traffic, and advertising performance. If Google is compelled to feature more links to rival services or unpaid supplier listings, it could reduce premium ad placements and shift user behaviour.
What’s new
The latest version of the proposal, dubbed Option B, introduces an additional box beneath the VSS that includes free links to direct suppliers such as hotels, restaurants, airlines, and transport companies. The structure aims to boost visibility for suppliers without branding the box as a Google product.
“Option B provides suppliers opportunities while not creating a box that can be characterised as a Google VSS,” the document states.
Reading between the lines
The move signals Google’s attempt to demonstrate compliance with the DMA while limiting the extent of changes it believes could diminish the user experience. The company claims to have made “hundreds of changes” to its products in response to the legislation.
What Google says
“While we strive for compliance, we remain genuinely concerned about some of the real-world consequences of the DMA, which are leading to worse online products and experiences for Europeans,” a Google spokesperson told Reuters.
The bottom line
Google is facing mounting pressure from EU regulators and rivals to rebalance its dominance in online search. Whether Option B satisfies the Commission may determine whether the tech giant avoids another multimillion-euro fine – or faces further regulatory action.