Google has introduced a new set of adjustments to its search results as part of ongoing negotiations with the European Union’s antitrust regulators, seeking to prevent a potential fine under the Digital Markets Act (DMA). The move comes after feedback from vertical search engines and price comparison platforms, which have accused Google of favoring its own services in search rankings.
According to a document reviewed by Reuters, the company’s updated proposal follows criticism of an earlier plan submitted in July. The latest version promises greater visibility and equal treatment for third-party platforms that operate in specialized sectors such as hotels, restaurants, flights, and retail.
Google has faced scrutiny from the European Commission since March over allegations that it promotes its own products — including Google Shopping, Google Flights, and Google Hotels — at the expense of competitors. The Commission is expected to decide on possible penalties in the coming months.
Under the new proposal, Google stated that all vertical search services (VSSs) will be allowed to display their own “search boxes” within results, containing listings from their own inventories. These boxes will appear in the same layout and include similar details as Google’s own product or travel boxes.
The company added that placement within search results would be determined using objective and non-discriminatory criteria, ensuring fairness and transparency. Additionally, Google clarified it would not share competitors’ data across platforms or use it to inform its own ranking algorithms.
However, Google expressed concern that some of the EU’s proposed measures could unintentionally disadvantage smaller European businesses that rely on direct visibility. “We remain concerned that any further changes to Search would prioritize the commercial interests of a small set of intermediaries over European businesses who want to sell directly to their customers,” a spokesperson said.
The adjustments represent Google’s latest attempt to comply with the EU’s Digital Markets Act, a sweeping law designed to rein in Big Tech’s market dominance and foster greater competition across digital ecosystems. If the proposed changes are accepted, they could reshape how search results are displayed in Europe and redefine visibility for online retailers and service providers.
