Google Adjusts EU Search Results in Response to DMA Compliance Concerns
Google has announced further changes to its search result displays in the European Union, addressing ongoing complaints about non-compliance with the Digital Markets Act (DMA). The latest update includes a temporary test of simplified “blue link” search results for hotel queries in Belgium, Estonia, and Germany—a format reminiscent of Google’s early search engine days.
Key Changes and Their Implications
- Plain Blue Links Test: A short-term experiment removing rich features like maps and pricing displays, reverting to basic text links for hotel searches.
- Expanded Rival Display Units: New search result formats will offer equal visibility to comparison sites, direct suppliers, and retailers across product, restaurant, flight, and hotel queries.
- New Ad Units: Comparison sites will gain access to additional advertising formats, though specifics remain undisclosed.
The DMA’s Stakes and Google’s Strategy
The DMA imposes severe penalties for non-compliance—up to 10% of a company’s global annual revenue (or more for repeat violations). Alphabet, Google’s parent company, has been under investigation since March 2024 over accusations of “self-preferencing” through new search features. Travel comparison sites argue these changes undermine the DMA’s intent to level the playing field.
Google counters that its adjustments have inadvertently harmed airlines, hotels, and small retailers, citing a 30% drop in direct booking clicks. The company appears to be leveraging compliance changes to balance competing interests within the travel ecosystem.
Controversy Over Rich Features
Travel aggregators criticize Google’s visually rich hotel search features, which highlight maps, prices, and direct booking links—potentially sidelining comparison sites. Google defends these features as user-friendly, claiming rivals demand an unrealistic rollback to basic links.
The “Blue Link” Test: A Reluctant Move
Google frames the blue link test as a data-gathering exercise, not a preferred solution. The test will temporarily remove maps and hotel listings, reverting to a minimalist link format. The company warns this could degrade search quality for EU users.
“We’re very reluctant to run this test,” Google stated, implying external pressure forced the change. However, some users may welcome the return of simpler, less cluttered results.
Regulatory Oversight and Next Steps
The European Commission will ultimately judge Google’s compliance. A Commission spokesperson confirmed they are assessing Google’s proposals but offered no further comment.
Meanwhile, privacy-focused search engine DuckDuckGo has urged the EU to expand its DMA probe, alleging Google withholds critical data from rivals and manipulates choice screens to retain users.
Looking Ahead
Google’s test highlights the delicate balance between regulatory compliance, user experience, and competitive fairness. As the DMA reshapes Europe’s digital landscape, all eyes remain on how gatekeepers like Google adapt—and how regulators enforce the rules.
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