Google’s proposed updates to its search result presentation, aimed at complying with the EU’s Digital Markets Act (DMA), have received support from Airlines for Europe, a lobbying group representing major carriers like Air France KLM and Lufthansa.
The DMA mandates that tech giants like Google cannot prioritize their own products and services on their platforms, with non-compliance potentially resulting in fines of up to 10% of global annual turnover. Google has recently rolled out multiple adjustments to its search result formats to address demands from various stakeholders, including airlines, hotels, price-comparison websites, and small retailers. The latest modifications were announced in November.
Airlines for Europe commended Google’s proposed horizontal layout, which features equally sized boxes for airlines and comparison sites, as well as the use of the color blue to distinguish these elements from other search results. However, the group highlighted several areas for improvement in a letter to the European Commission dated December 20.
KEY CONCERNS AND SUGGESTIONS
- Price Consistency: Airlines for Europe stressed the need for displayed prices in the graphics to align with those within the search result boxes.
- Specific Dates: The group criticized Google’s proposal for indicative dates in search results, arguing that precise dates are essential for consumers booking air travel. The switch to vague dates, they warned, would significantly degrade the user experience.
Despite these concerns, the airline industry indicated its willingness to compromise in pursuit of a DMA-compliant solution.
POTENTIAL REVERSION TO OLD FORMAT
In response to ongoing disagreements among airlines, price-comparison websites, and other stakeholders, Google has indicated that it might revert to its older format of 10 plain blue links in search results. This format, used in the past, may be reintroduced if no consensus can be reached on compliant designs.
The European Commission continues to review Google’s efforts to align with the DMA, which is intended to level the playing field among digital platforms and their competitors. Airlines for Europe’s endorsement signals progress in balancing the needs of airlines and consumer interests while adhering to EU regulations.