Alphabet’s Google started rolling out modifications to its European search results on Tuesday in an effort to satisfy European Union antitrust regulators. According to the company, the changes will degrade the experience for users and increase costs for European businesses.
A Google official described the modifications as the largest reduction in quality of service in the search engine’s 29-year history. Users outside the EU remain unaffected by the updates.
The redesign alters the layout of search results. A specialized search service now appears at the top of the page, followed by two more services with fewer details, and a carousel of hotels, airlines, and restaurants that lacks features such as real-time pricing. Google stated that the European Commission framed the decision as a way to level the playing field for advertisers, but the company argues the result advantages price-comparison sites like Expedia and Booking.com over individual businesses.
Under the new format, comparison sites receive greater prominence, while local businesses are listed with only a website link, telephone number, and address. Google bases its opposition on three main arguments: previous compliance with the Digital Markets Act (DMA) reduced free direct booking traffic for European companies by 30%, user testing showed high dissatisfaction with the layout, and the changes represent a major quality drop.
The European Commission previously issued €890 million in fines to Google in July, consisting of a €460 million penalty for favoring its own services and a €430 million penalty over Google Play restrictions. The EC gave Google a 60-day window to comply or face periodic fines reaching up to 5% of total worldwide turnover per period. Google's total aggregate EU antitrust fines now stand at €10.38 billion.
