Google’s EU Antitrust Pressure and the Digital Markets Act (DMA)
Google has been under intense scrutiny in Europe for years. And this time, the pressure is hitting at the core of what makes Google, well… Google: search.
The European Commission concluded that Google’s search service violated the Digital Markets Act (DMA) by favoring its own services and products over competitors in search results. That’s not a small accusation. When you control what shows up first, you quietly shape decisions—where people book hotels, how they compare flights, which restaurant they choose for dinner.
Under the DMA, penalties can reach up to 10% of global annual revenue. For Alphabet, that could mean roughly $35 billion. That kind of number changes conversations fast.
So now we’re seeing a shift. Not theoretical. Not a statement of intent. Actual testing.
How Google’s Search Results in the EU Are Changing
Displaying Vertical Search Services Alongside Google’s Own Results
Google will begin testing changes in the EU that display results from top-ranked vertical search services (VSS) alongside its own offerings. That means when users search for hotels, airlines, or restaurants, they won’t just see Google’s curated modules front and center.
They’ll see competitors too.
By default.
And that’s a big deal.
These vertical search engines—like Booking.com, Kayak, and TripAdvisor—specialize in specific sectors. They don’t crawl the entire web. Instead, they focus tightly on relevant industry databases and apply structured filters like price range or location to deliver more refined results.
In other words, they’re built for depth, not breadth.
Dedicated VSS Boxes at the Top of Search Pages
Google had already submitted a proposal to create dedicated boxes at the top of its search pages for vertical search services. That placement matters more than most people realize.
Because here’s the truth: most users trust what they see first. They don’t scroll far. They don’t question the ranking. The top of the page feels like the “best” answer—even if no one says that out loud.
By introducing prominent VSS placements, Google is responding directly to regulatory concerns that it has historically favored its own comparison-shopping and other services.
And placement is power.
Google’s History of Antitrust Fines in Europe
€2.95 Billion Fine for Ad Tech Practices
This isn’t Google’s first antitrust clash with the EU. Far from it.
The company was hit with a €2.95 billion ($3.47 billion) fine for abusive practices in its EU ad tech business. That followed other significant penalties, including €2.42 billion for favoring its own comparison-shopping service in search results.
The pattern is clear: regulators believe Google’s dominance allows it to tilt the playing field.
And Europe has decided it’s not willing to let that slide.
Monopoly Rulings and Broader Scrutiny
Beyond Europe, Google has also been deemed a monopoly in the ad tech market in its home territory. The scrutiny isn’t isolated. It’s global.
But this current experiment with fairer search rankings appears tightly targeted at the EU—and specifically at the industries regulators are most concerned about.
It’s compliance, yes. But very focused compliance.
Why Search Result Placement Shapes Consumer Behavior
Top-of-Page Visibility Influences Trust and Decisions
Statistics consistently show that users trust what appears at the top of a search page. They assume it’s authoritative. They rarely question why it’s there.
That kind of visibility creates a significant competitive advantage.
When search results determine how people shop, travel, and compare services, even small adjustments in ranking can influence billions in revenue across industries.
Search isn’t just information retrieval anymore. It’s behavioral architecture.
Supporting Competition Through Improved Visibility
Featuring third-party vertical search services more prominently could increase visibility for competitors and reduce the quiet steering effect of a single dominant platform.
Over time, that shift may benefit consumers by giving them more choices and limiting the influence of any one ecosystem.
More options. Less funneling.
And for regulators who’ve grown increasingly fed up with concentrated digital power, that’s the point.
AI Search and the Future of Traditional Rankings
There’s another layer here that makes all of this even more interesting.
Some analysts suggest that scrutiny of traditional search ranking might eventually become less relevant in an AI-driven world. Tools like Claude Cowork and Perplexity increasingly surface information directly from original sources—websites, databases, research repositories—rather than presenting classic ranked lists of links.
If search evolves into direct-answer systems powered by AI agents, the entire debate over link placement and comparison boxes could shift.
But for now, traditional search still dominates. And ranking still matters.
A lot.
Targeted Compliance: Why These Changes May Stay in the EU
The specificity of Google’s response suggests this experiment is designed primarily to satisfy European regulators. It’s unlikely to roll out globally unless required.
There’s a balancing act here. Companies comply just enough to avoid penalties, but not necessarily enough to fundamentally transform their models.
Some analysts argue that deeper collaboration between Google and regulatory bodies could produce broader, more consumer-focused reforms. Instead of tactical adjustments, they envision structural improvements.
Whether that happens remains to be seen.
For now, the EU is forcing a reset—at least within its borders.
