The Impact of New Antitrust Rules on Google’s Services in the European Union

Google is currently undergoing testing on various changes to its core services, including Search, the Chrome browser, and the Android operating system, in preparation for the implementation of the European Union’s new antitrust rules. The Digital Markets Act (DMA), a comprehensive legislation, has designated Google as a “gatekeeper” and imposed new regulations on its “core platform services.” These changes aim to comply with the DMA’s rules on self-preferencing and promote consumer choice and interoperability. However, despite expressing support for several aspects of the DMA, Google has highlighted the challenges and trade-offs involved in implementing these regulations.

One of the significant changes introduced by Google is the inclusion of a new browser choice screen during the initial setup of Android devices, similar to the existing search engine choice screen. This move comes as a response to a €4.3 billion fine imposed by the EU in 2018 for Android antitrust violations. Furthermore, Google plans to add a choice screen for search engines on its Chrome browser, allowing users to opt for alternatives to Google Search. These choice screens will only appear on devices purchased in the European Economic Area after March 6th, aligning with the DMA’s requirements.

Emphasizing Price Comparison Sites

To address previous concerns raised by EU regulators, Google intends to modify how it presents search results for shopping-related queries in Europe. The company aims to prioritize links to price comparison sites rather than individual businesses or specific products. This change allows for fair competition and prevents Google from leveraging its search engine dominance to favor its own comparison shopping service. Additionally, as part of these modifications, the Google Flights widget, which displays flight times and prices, will be removed.

Enhancing Data Privacy

Acknowledging the importance of data privacy, Google plans to enable European users to limit the amount of data shared between its different services, such as YouTube, Chrome, and Google Play. This effort aligns with the DMA’s emphasis on empowering users to control their data and enhance privacy protections. In addition to this, Google is also updating its “Google Takeout” service, which allows users to download their data, to comply with the DMA’s data portability rules.

Google is not alone in facing the impact of the DMA. Alongside Google, five other major tech companies have been designated as gatekeepers: Amazon, Apple, ByteDance, Meta, and Microsoft. Some of these companies, including Apple, Meta, and TikTok, have pushed back against their designations in an attempt to mitigate the regulations’ effects on platforms like the App Store and messaging services. However, Google has expressed its intention to comply with the rules, despite voicing concerns about the complexity of the issues involved.

As the implementation of the European Union’s new antitrust rules approaches, Google is actively testing changes to its key services to ensure compliance with the Digital Markets Act. These modifications, such as the introduction of choice screens for browsers and search engines, prioritizing price comparison sites, enhancing data privacy controls, and adjusting its data download service, aim to align with the DMA’s principles of promoting consumer choice, fair competition, and data protection. However, the challenges and trade-offs associated with implementing these regulations highlight the complexities faced by Google and other major tech companies as they navigate the evolving landscape of digital markets.


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