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Google offers new search result changes to avoid looming EU antitrust fine

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Google has submitted a fresh set of proposals to the European Commission in an effort to avoid a major antitrust fine, pledging to further modify how its search results display competing services such as Google Shopping, Hotels, and Flights.

According to a document seen by Reuters, Google’s latest offer builds on a July proposal that faced pushback from vertical search services (VSS) — specialized search engines focused on areas like travel, hotels, and restaurants — as well as price comparison sites. These rivals argued Google’s previous plans still favoured its own services.

The new proposal is part of an investigation under the Digital Markets Act (DMA), a sweeping EU law aimed at curbing Big Tech dominance, promoting competition, and offering users more choice.

In the updated framework, Google said it will allow third-party search services to display their own dedicated boxes on search results pages, similar in format to those used for Google’s own services. Each “VSS box” will contain inventory and results directly from the third-party platform, selected through objective, non-discriminatory criteria.

Suppliers — such as hotels, airlines, or restaurants — would appear in boxes placed either above or below depending on query relevance, the company explained. Google also said it would not share competitors’ data with other parties, a key concern among rivals.

While expressing a desire to resolve the EU probe, Google warned that excessive changes could benefit intermediaries at the expense of European businesses selling directly to consumers. “We remain concerned that further changes could prioritise the commercial interests of a small set of intermediaries,” a company spokesperson said.

Allegro’s Ceneo Sues Google for $568 Million Over Antitrust Claims

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A subsidiary of Polish e-commerce giant Allegro, Ceneo, has filed a lawsuit against Alphabet (Google’s parent company), Google Ireland, and Google LLC, seeking damages of 2.33 billion zlotys ($567.6 million). The lawsuit, filed on Monday, claims that Google’s preferential treatment of its own price comparison service in search results has harmed Ceneo’s business by undermining competition.

Ceneo, which operates a popular online price comparison service in Poland, argues that Google’s practices have caused substantial financial losses. According to Allegro, the damages comprise 1.72 billion zlotys for the losses sustained by Ceneo, along with about 615 million zlotys in interest payments, accruing from 2013 to November 29, 2024. Ceneo also seeks statutory interest on the total amount from the date of the lawsuit until the damages are paid.

In response, Google rejected the claims, asserting that its “Shopping remedy” has been successful in supporting a variety of retailers, brands, and comparison shopping sites across Poland and Europe. A Google spokesperson noted that the company was carefully considering its options.

This lawsuit is linked to a previous European Union antitrust case, where Google was fined $2.7 billion for abusing its dominance in the search engine market to favor its own price comparison service. The EU’s ruling in that case also aimed to curb Google’s market power and encourage fair competition in the sector.

In addition, the U.S. Department of Justice has called for Google to divest its Chrome browser and prevent the company from re-entering the browser market for five years, in an effort to limit its control over the digital ecosystem.