Google Under Fire as EU Prepares Charges Over Search Manipulation

The European Commission is gearing up to charge Google over allegations of manipulating search results to favour its services. This move intensifies scrutiny on the tech giant’s business practices, particularly regarding Google Shopping, Google Flights, and Google Hotels, which regulators claim gain unfair prominence over third-party competitors.

EU Tightens Grip on Big Tech

Since March 2024, Google has been under investigation as part of the Digital Markets Act (DMA)—a sweeping regulation designed to curb anti-competitive behaviour among tech giants. The looming charges focus on whether Google deliberately prioritises its vertical search tools, effectively suppressing competition.

Despite recent adjustments to its search algorithms, critics argue that Google’s modifications still fail to meet the DMA’s compliance requirements. Some regulators and rival businesses insist that the company’s tweaks do little to ensure fair competition in search rankings. In response, Google has hinted at reverting to simple blue link search results if it cannot find a compromise that satisfies EU regulators.

If found guilty, Google could face hefty fines amounting to 10% of its global annual revenue. The case aligns with broader EU efforts to enforce tighter regulations on tech giants, with similar investigations into Apple and Meta Platforms already at advanced stages.

Additional Scrutiny Over App Store Practices

Beyond search engine concerns, Google is also facing a separate DMA probe into whether it restricts app developers from directing users to external offers outside the Google Play Store. If confirmed, this could be another instance of anti-competitive behaviour aimed at limiting fair competition within digital marketplaces.

While the European Commission has not commented publicly on the pending charges, Google has pointed to a statement by Oliver Bethell, its EMEA competition director. In a December blog post, Bethell maintained that Google is actively working with regulators to reach a “balanced solution.” However, Google has also voiced concerns that excessive regulatory changes could degrade user experience.

As the EU tightens its hold on digital markets, Google’s case could serve as a defining moment for how Big Tech operates within the region. The final verdict may not only reshape Google’s business model but also set a precedent for the future of competition in the tech industry.