Over twenty European price comparison websites have expressed their concern with the proposed changes forthcoming from the Google search engine. They say that the new format is still not compliant with the expectations of the European Union’s Digital Markets Act (DMA). This legislation is aimed at stopping Google and other dominant brand internet platforms from using their muscle to promote their own brands to near-monopoly dominance.
Rivals Challenge Google's Search Overhaul, Call for EU Action
Google has been in discussions with various sectors, including the comparison sites, hotels, airlines, and retailers, for more than a year over DMA. The act requires Google to give competitors a better chance to compete through search results presentation.
Last month, Google presented its further plan, in which Google determined to introduce a new search way offering more choice options between the sites for comparing prices and the direct suppliers’ sites. This alteration is to serve the purpose of responding to complaints that Google’s previous approach favored its own products, including Google Shopping, over competitors’ products.
In an effort to placate its critics, Google has also introduced a potential fallback plan: the return of its old search result format, the “ten blue links.” Dubbed as 'Classic,' this layout is unlike the current redesign and is currently being tried in some countries such as Germany, Belgium, and Estonia.
However, the price comparison websites that include Idealo, PriceRunner, and Le Guide have stated that Google has not paid adequate attention to their grievances. They are now urging the EU to bring charges against the technology giant for breaching aspects of the DMA regs.
Google Accused of Ignoring Feedback on DMA Compliance
Some price comparison websites have complained that Google has ignored its members’ concerns regarding the changes to the search results. They also complained, in an open letter, of claiming that the firm had ignored feedback despite holding multiple meetings and sessions for several months. They say that the silence of Google shows an intention to avoid the rules of the DMA.
The websites, which are relied on by different sectors across Europe, said Google has not provided a compliant solution even after 100 consultations. They said that this lack of action implies that Google is deliberately failing to stick to rules laid down by the DMA aimed at making the digital market more level.
This latest accusation??? This has spurred even more animosity between Google and its competitors; the comparison websites have urged the authorities to act. According to them, Google has consistently, allegedly, failed to change its ways as it ignores the law, and they are asking the European Commission to increase its actions against this company.
When asked for a response, Google pointed to its blog post from November 26, where it said that so much had changed over the last year. The company explained these as measures towards ensuring that it adhered to the DMA and seeking to come up with a remedy that would suit the competitors.
Nonetheless, the operators of the price comparison websites do not seem convinced by the arguments set forth by Google, and they contend that the changes effected so far do not go far enough. They claimed that Google itself has gone further to offer/application preferred treatment to its own applications in search rankings and, more germane to the issue being discussed here, it still provides preference to third-party services that are closely linked to its own.
Websites Urge EU Commission to Take Action Against Google
It is for this reason that the price comparison websites are now urging the European Commission to take more action against Google for the latter’s continued lack of consideration for their pleas. According to them, it’s high time Google yielded to DMA’s requirement, and they have been very stubborn regarding the notion of regulatory intervention.
The websites to support this note that the European Commission had initiated proceedings against Google for the violation of non-compliance but argue that more should be done. They are calling on the Commission to begin releasing draft recommendations and make bold moves in holding the tech giant to account.
Among the requests made by the websites is to have the Commission fine Google. They propose that regular penalty payments could be used as a highly effective leverage to appeal to the critical senses of the company and make it listen to what its competitors are saying about the DMA violation.
The websites also state that without good reason, Google will be reluctant to alter its behavior. They argue that regulatory intervention is the only way through which a more level playing field will be created in the digital economy and Google be stopped from continuing to provide preferences to its own services at the expense of competitors.
In the meantime, the EC is coming under increasing pressure to respond to the arguments made by the debate-related websites. The result of this constant probe can potentially affect future dynamics of online competitive rivalry and the European Union’s tussle to impose orders on technology entities.
