Google said on Tuesday (September 8) that it has deployed extensive modifications to its European search engine results to comply with European Union (EU) antitrust rules, sounding an alarm that closely mirrors warnings issued by Apple a year ago. The regulatory overhaul triggers the most severe downgrade in search performance across the platform’s 29-year operating history (launched in 1997), according to a Google representative speaking to news agency Reuters. Google cautioned that these legally mandated adjustments will reduce the search quality for everyday consumers while driving up operational expenses for local European enterprises.
Google Faces Consequences Under Digital Markets Act
The European Commission has imposed a €460 million ($534 million) fine on Google for self-preferencing its own shopping, travel, and sports features. This penalty, announced in July, is part of the enforcement of the Digital Markets Act (DMA), which aims to ensure fair competition in digital markets.
Brussels has given Google a 60-day period to comply with DMA standards, warning that failure to do so could result in ongoing fines of up to 5% of its global annual revenue.
While the DMA is presented as a measure to equalize advertising opportunities, Google contends that it disproportionately benefits third-party vertical search services (VSS) and aggregator platforms, such as Booking.com and Expedia.
Changes in Online Listings Under EU Regulations
Recent updates to online search layouts in Europe have altered the visibility of online intermediaries compared to direct listings from airlines, hotels, and dining establishments. Under the new design, intermediaries will be prominently featured at the top of search results, while direct operators will only display basic contact information such as phone numbers, addresses, and website links.
The new search format highlights one primary aggregator, accompanied by two secondary services that provide limited information. Additionally, carousels showcasing local hotels, transport options, and dining venues will be positioned lower on the search page, lacking key features like dynamic, real-time pricing.
These placements remain subject to Google’s core algorithm, ensuring that the changes follow established ranking practices. Nick Fox, Google’s senior vice president of knowledge and information, responded to these adjustments in a statement to Reuters.
In a related development, Apple has expressed concerns about the impact of European antitrust regulations on its consumer ecosystem. The company indicated that these mandates have disrupted how customers purchase software, process payments, and connect their devices, leading to delays in feature rollouts for European users compared to their global counterparts.
Google highlights consumer dissatisfaction and local commerce impact Google highlighted that earlier modifications enacted under the DMA caused a 30% drop in organic, zero-cost booking traffic flowing directly to European commercial storefronts, warning that the latest tweaks will exacerbate those losses. Google’s friction with Brussels mirrors the warnings Apple leveled in 2025 over the consequences of the DMA. Citing Google, the report says that internal trials conducted across millions of European users revealed widespread frustration, with people frequently forced to repeat and refine queries to find basic information.
We’re still fighting to protect that quality experience our users expect, but the DMA has forced changes to that model,” the company said. “To comply with DMA requirements, we’re making significant changes to Search in Europe. These changes degrade the user experience for Europeans – boosting online intermediaries at the expense of local businesses, and removing helpful features people rely on every day. Users outside the EU will not be impacted by these changes. While both the cases are different but the core message sent across by both the companies remains the same. “We built the App Store to be a central, trusted place for our users where every app is reviewed, every developer follows the same rules, and parents have tools to protect their children. Apple cautioned that altering its App Store model introduces unnecessary complexity, diminishes intuitive operation and exposes users to unsafe applications. Get the latest technology news and updates. Download the TOI App.