The European Union threatens Google with a substantial antitrust penalty because the company failed to resolve its search result ranking disputes with competitors thus extending its ongoing regulatory conflict.
Google conducted a two-day workshop with competitors Skyscanner and Booking.com to resolve accusations about its search result placement of Google Shopping and Flights and Hotels products but failed to reach agreement.
Google presented two possible solutions which would establish separate vertical search engine sections at the top of results while placing airlines and hotels and restaurants below. The proposed solutions failed to meet EU Digital Markets Act requirements for addressing competitive issues according to critics. The company faces potential fines of up to 10% of its global annual revenue because of noncompliance.
Google attorney Oliver Bethell expressed through LinkedIn that competing interests maintain their opposing directions. The company maintained it has received stakeholder feedback so it must proceed with changes that benefit all users.
The EU will issue its final decision about this matter during the upcoming months. The company faces potential billions in penalties and must redesign its European search interface if regulators find Google’s proposed changes insufficient.
