EU Poised to Unveil Shocking Allegations Against Google’s Search Practices—What It Means for the Tech Giant

Ever wondered what it’d be like if Google started playing favorites with its own shopping carts and travel bags instead of letting others pack their deals side-by-side? Well, the EU regulators are about to drop a hefty ruling that might just label Google’s search page as a bit of a playground bully — favoring its own services unfairly over competitors. This isn’t just a slap on the wrist either. The European Commission is gearing up under the Digital Markets Act to not only fine Google hundreds of millions but potentially force some major changes in how search results show up — reshuffling the deck for comparison sites, travel platforms, and shopping services alike. Could this shakeup finally open the floodgates for wider visibility in those high-stakes commercial searches we all rely on? And what about the looming question of Google handing over search data to third parties—privacy boundaries be damned? There’s a lot at stake here, and whether you’re a marketer, a competitor, or simply a curious searcher, the coming week looks like a dramatic chapter in the digital marketplace saga. LEARN MORE.

EU regulators are expected to rule that Google illegally favored its own shopping, travel, and other specialized services over rivals in search results.

The European Commission is expected to issue the decision next week under the Digital Markets Act, according to the Financial Times (subscription required), citing people familiar with the matter and internal Commission documents.

Google search changes possible. The case focuses on how Google displays its own vertical services in search results compared with competing services. Google owns some of the most valuable commercial search real estate. An order requiring changes could affect visibility for comparison sites, travel platforms, shopping services, and other businesses competing for organic traffic.

Why we care. Google’s treatment of its own services influences which businesses users see first in high-intent searches. Required changes could create new visibility opportunities in competitive commercial categories.

Fines add pressure. The Commission is expected to fine Google hundreds of millions of euros across two DMA decisions. Google could also face daily penalties if it fails to comply with parts of the orders within 60 days.

Search data access. The Commission is also expected to decide whether Google must give third-party search engines access to search data, including ranking, query, click, and view data. Google argues that sharing the data would threaten user privacy and exceed the Commission’s authority.

The Commission is also considering whether Google must give third-party AI providers access to the same features available to Gemini.

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About the Author

Danny Goodwin is Editorial Director of Search Engine Land & Search Marketing Expo – SMX. He joined Search Engine Land in 2022 as Senior Editor. In addition to reporting on the latest search marketing news, he manages Search Engine Land’s SME (Subject Matter Expert) program. He also helps program U.S. SMX events.

Goodwin has been editing and writing about the latest developments and trends in search and digital marketing since 2007. He previously was Executive Editor of Search Engine Journal (from 2017 to 2022), managing editor of Momentology (from 2014-2016) and editor of Search Engine Watch (from 2007 to 2014). He has spoken at many major search conferences and virtual events, and has been sourced for his expertise by a wide range of publications and podcasts.