Google to Launch Competitor Price Comparison Box in EU Search Results to Comply with Digital Markets Act and Avoid Fines

Google is preparing a significant change to its search results in the European Union to comply with the Digital Markets Act (DMA) and avoid hefty fines. The company plans to introduce a price comparison box at the top of search results that will prominently feature ranked options from competitors, such as Expedia, Booking.com, and other travel and shopping platforms. This box will allow users to see and navigate directly to rival services, providing a more balanced and competitive search experience.

This proposal comes after Google faced multiple antitrust charges and fines from the EU for allegedly favoring its own services like Google Flights, Google Shopping, and Google Hotels over competitors. The DMA, which came into force last year, aims to prevent large tech companies from abusing their market dominance by requiring them to treat competitors fairly and avoid self-preferencing. Non-compliance can lead to fines of up to 10% of global annual revenue, or even 20% for repeat offenses.

Google's new approach includes a dual-box layout: a vertical search service (VSS) box at the top containing links to specialized search engines, followed by a supplier box showcasing free, algorithmically ranked links to hotels, airlines, restaurants, and transportation services. This setup is designed to give competitors visibility while ensuring the boxes are not perceived as Google’s own services, addressing EU concerns about fairness and neutrality.

Despite these efforts, Google has expressed concerns about the DMA's real-world impact, warning that the regulations could lead to higher costs for European consumers and a decline in direct bookings for European airlines, hotels, and restaurants. The company is also requesting clearer guidance from EU regulators on compliance requirements to ensure practical implementation.

The European Commission will review Google's proposals in an upcoming workshop scheduled for July 7-8, 2025, in Brussels, where competitors and stakeholders will provide feedback. The outcome of this review will determine whether Google avoids further fines or faces stricter enforcement measures.

In summary, Google's plan to introduce a prominently placed price comparison box featuring competitors is a strategic move to comply with the EU's Digital Markets Act, enhance competition, and avoid potentially billions in fines for antitrust violations