Google proposes new search display to avoid EU antitrust fine

Google submitted a revised proposal to the European Commission in a last-minute effort to avoid a new antitrust fine tied to allegations it favors its own services in search results, according to a confidential document reviewed by Reuters.

Why it matters. The proposal comes just days before a pivotal July 7–8 workshop in Brussels, where Google will meet with competitors and regulators to discuss its practices under the EU’s Digital Markets Act (DMA). A fine looms if regulators find Google has breached the law’s fairness standards.

Catch up quick. In March, the European Commission formally charged Google under the DMA for allegedly privileging services like Google Shopping, Google Hotels, and Google Flights over rival offerings.

To address those concerns, Google initially proposed a “vertical search service” (VSS) box at the top of search results, designed to link to both its own and third-party services.

Why we care. Changes to how Google displays search results — especially under EU regulation — can directly impact visibility, traffic flow, and ad performance. If Google is forced to give more space to rival services or unpaid supplier links, it could reduce premium placements and shift user behavior.

What’s new. The latest proposal, known as Option B, introduces an additional box — beneath the VSS — that displays free links to suppliers such as hotels, restaurants, airlines, and transport providers. The structure is designed to increase visibility for direct suppliers without labeling the box as a Google service.

• “Option B provides suppliers opportunities while not creating a box that can be characterised as a Google VSS,” the document says.

Between the lines. The move reflects Google’s effort to prove compliance with the DMA while minimizing product changes that it argues could degrade user experience. The company says it has already made “hundreds of alterations” to its products in response to the law.

What they’re saying. “While we strive for compliance, we remain genuinely concerned about some of the real-world consequences of the DMA, which are leading to worse online products and experiences for Europeans.” said a Google spokesperson to Reuters.

The bottom line. Google is under mounting pressure from EU regulators and rivals to rebalance its dominance in search. Whether Option B satisfies the Commission could determine whether Google avoids yet another multimillion-euro fine — or faces further regulatory escalation.