Alphabet's Google is set to begin testing modifications to its search results, prioritizing rivals' listings, according to a source close to the matter. This initiative aims to preempt a potential fine from the European Union over accusations of unfairly promoting its own services for hotels, flights, and restaurants.
Since being charged under the Digital Markets Act last March, Google has proposed several solutions to satisfy competitors and EU regulators. However, these proposals have yet to be implemented, with rivals deeming them inadequate.
The core of the dispute involves Google's search engine and specialized vertical search services (VSS) catering to sectors like hotels, airlines, and restaurants.
The forthcoming changes will integrate both VSS and Google's own results, with leading vertical search engines appearing by default. Real-time data from services in hotels, airlines, restaurants, and transport will be positioned either above or below this list.
These adjustments are slated for a Europe-wide rollout, initially targeting lodging searches before expanding to flights and other services. The European Commission has declined to comment.
Such changes could satisfy the European Commission, the EU's competition enforcer. Violations of the Digital Markets Act can result in fines up to 10% of a company's global annual revenue. Google has already incurred 9.71 billion euros in fines since 2017 for various antitrust violations in Europe.