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Google Pitches New Search Layout to Avoid Fresh EU Antitrust Fine

By  |  July 2, 2025
Google, lawsuits, DOJ, antitrust, advertising

Google has proposed another round of changes to how it displays search results, just days ahead of a crucial meeting with regulators and competitors that could influence the outcome of ongoing EU antitrust proceedings, according to documents reviewed by Reuters.

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    The move comes as the U.S.-based tech giant faces increasing scrutiny from the European Commission under the bloc’s stringent Digital Markets Act (DMA), which targets dominant online platforms and aims to level the playing field for smaller rivals. In March, Google was formally charged with prioritizing its own specialized services — including Google Shopping, Google Flights, and Google Hotels — to the detriment of competitors, per Reuters.

    Alphabet-owned Google is expected to present its updated search interface proposal during a workshop set for July 7–8 in Brussels, where it will meet with both EU officials and rival service providers. The latest pitch, known as “Option B,” is being offered as a revision to an earlier proposal made last week.

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    According to Reuters, Option B outlines a system in which two distinct result boxes would appear on the search page. The first, referred to as a Vertical Search Service (VSS) box, would contain curated links to alternative search engines and specialized directories — for instance, those dedicated to travel, restaurants, or retail. Below that, Google would display a separate box featuring free, unpaid links to service providers like hotels, airlines, and transportation firms.

    Related: Google to Warn EU Regulators That New Tech Rules May Stifle Innovation

    As described in the internal document seen by Reuters, Option B aims to offer visibility to third-party suppliers without allowing the results to be interpreted as a Google-controlled vertical search. The approach is designed to provide a clear distinction between Google’s role as a platform and its competitors’ content.

    “Option B provides suppliers opportunities while not creating a box that can be characterized as a Google VSS,” the document states.

    The Digital Markets Act, a landmark EU regulation that took effect earlier this year, imposes a strict code of conduct on major tech firms designated as “gatekeepers.” Among other things, the law compels companies like Google to treat rival services fairly in rankings and display practices.

    In a statement provided to Reuters, a Google spokesperson emphasized the company’s efforts to align with regulatory demands. “We’ve made hundreds of alterations to our products as part of our DMA compliance,” the spokesperson said. However, the company also voiced unease about the broader impact of the new rules, warning that compliance may be leading to a diminished online experience for users in Europe.

    Source: Reuters