Google Tests EU Search Changes as DMA Fine Risk Looms
Synopsis
Google will test changes to its search results in the European Union as regulators assess compliance with the Digital Markets Act, Reuters reported. The law allows fines of up to 10% of global turnover for violations. Alphabet reported $307.4 billion in revenue in 2023, with advertising as its main source of income, making search practices central to its business in Europe.
Google will test changes to its search results in the European Union as regulators examine compliance with the Digital Markets Act, Reuters reported. The law allows fines of up to 10% of global turnover. Alphabet reported $307.4 billion revenue in 2023, largely from advertising.
Key Highlights
- Google to test EU search changes as DMA scrutiny intensifies.
- Reuters first reported planned trials ahead of potential EU fine.
- DMA allows fines up to 10% of global annual turnover.
- Alphabet reported $307.4 billion revenue in full-year 2023.
Google is preparing to test additional changes to its search results in the European Union as regulators assess its compliance with the bloc’s Digital Markets Act (DMA), according to a report first published by Reuters.
The planned tests come as the European Commission reviews whether Google’s current search display practices give preferential placement to its own services, including shopping and travel features, over rival platforms. Under the DMA, companies classified as “gatekeepers” must refrain from favouring their own products and services in rankings.
Regulatory Pressure Under the Digital Markets Act
The Digital Markets Act, which came into force in 2023, allows the European Commission to impose fines of up to 10% of a company’s global annual turnover for violations, and up to 20% for repeat offences. Google has already introduced earlier adjustments to its European search pages, including offering more visible links to competing comparison sites. However, some competitors have argued that the measures were insufficient.
According to Reuters, Google will conduct further trials in the coming weeks to address those concerns. The company declined to comment on the specifics of the changes, and the European Commission has not announced a final enforcement decision.
Search Business Remains Core to Alphabet Revenue
Search advertising remains central to Google’s operations. Parent company Alphabet Inc. reported $307.4 billion in revenue for 2023, with advertising accounting for the majority of total income. Google Search contributes a significant portion of that revenue.
Industry data from StatCounter shows Google controls more than 90% of the search engine market share in most European countries, reinforcing its designation as a gatekeeper under EU competition rules.
The European Union has intensified oversight of major digital platforms through the DMA, targeting search engines, online marketplaces and app distribution systems in an effort to increase competition across digital markets.
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Pooja Malik is a business journalist with over six years of experience covering startups, entrepreneurship, and emerging trends. She has previously worked with leading media platforms such as YourStory Media and BW BusinessWorld, where she reported on business, policy, and market developments. Currently, she serves as Editor at The Inspirepreneur Magazine, where she writes and edits stories across business, lifestyle, and travel, with a focus on clarity, accuracy, and reader relevance.
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