Google Weighs New Search Layout for Vertical Search Players to Avoid EU Fine

Google plans to test showing competitors’ search results near its own across Europe in an attempt to avoid a European Union fine, Reuters reported Wednesday (Feb. 25), citing unnamed sources.

This test comes in response to accusations by EU regulators that Google prioritizes its own services in search results for hotels, flights and restaurants, according to the report.

These charges, brought under the Digital Markets Act, could result in a fine amounting to 10% of the company’s global revenue, the report said.

The search results the company plans to display more prominently are those from vertical search services (VSS) and companies in the hotel, airline and restaurant sectors, per the report. Results from the top-ranked VSS platforms will be displayed by default, together with those from companies in these sectors that have real-time data feeds.

Google did not immediately reply to PYMNTS’ request for comment.

The European Commission launched an investigation in March 2024, looking into whether Google violated the Digital Markets Act by having its search results favor its vertical search engines, including Google Shopping, Google Flights and Google Hotels, and discriminating against third-party services.

It was reported in February 2025 that the company had made several changes to its search result format to address complaints from competitors but that most of those competitors said its proposals did not comply with the Digital Markets Act and that the European Commission would charge Google with violating those rules.

In June, it was reported that Google submitted a new proposal to modify how its search engine presents results, aiming to address EU antitrust concerns. This proposal outlines a system where VSS would be selected using objective and nondiscriminatory criteria and would appear in a dedicated box at the top of the search results page.

The European Commission hosted a workshop in July that brought together Google and some of its critics and competitors so that Google could outline its proposals. These proposals failed to assuage concerns from competitors, who argued that Google’s adjustments still fell short of creating a level playing field. It was reported at that time that Google was bracing itself for potential regulatory consequences.