Alphabet's Google to test new European search result changes, giving more prominence to rivals, following EU antitrust charges

Alphabet's Google to test new European search result changes, giving more prominence to rivals, following EU antitrust charges

Alphabet’s Google to Test New European Search Result Changes Amid EU Antitrust Scrutiny

The European Commission has intensified pressure on Alphabet Inc.’s (GOOGL.O) Google, requiring the tech giant to test modifications to its search results that would prioritize competitors over its own services. The move follows ongoing antitrust investigations under the EU’s Digital Markets Act (DMA), which prohibits "gatekeeper" platforms from favoring their own products in search rankings.

In March 2025, the Commission formally accused Google of self-preferencing, citing practices that elevate services like Google Shopping, Google Flights, and Google Hotels above rival offerings. Despite proposing several adjustments to its algorithms—most recently in October 2025—the company has yet to fully align with DMA requirements, prompting regulators to threaten fines of up to 10% of its global annual revenue.

Google has defended its actions, stating it already licenses search data to competitors under the DMA and emphasizes that further changes could undermine user privacy and innovation. "Android is open by design," said Clare Kelly, Google’s Senior Competition Counsel, noting concerns that rules driven by "competitor grievances" might harm consumer interests.

The Commission’s demands reflect broader tensions between vertical search engines (specialized platforms for sectors like travel or retail) and businesses that sell directly to consumers. These groups have conflicting expectations regarding search result visibility, complicating Google’s compliance efforts.

Separately, the EU is investigating Google’s app store, Google Play, for potential DMA violations, with another potential fine looming. Alphabet faces a delicate balancing act: adapting its search algorithms to satisfy regulators while minimizing disruptions to its advertising-driven revenue model.

With the EU’s enforcement timeline approaching, investors are monitoring whether Google will implement further changes voluntarily or face costly penalties. The outcome could set a precedent for how Big Tech navigates regulatory pressures in key markets.