Google changes the display of its results under European pressure

While relations between American tech giants and Brussels remain strained, Google is preparing to change the way its search engine is presented in Europe, with the DMA requirements, which regulate the practices of major digital platforms, in mind.

According to information revealed by Reuters, the group will be testing in the coming days a new organization of results for certain transactional queries, including hotels, flights or restaurants. This evolution is not simply a matter of graphic adjustment, but a delicate balance between regulatory compliance and preserving its business model…

Comparison sites better positioned in results

Specifically, Google plans to display the highest-ranked specialized search engines, the “Vertical Search Services,” by default, alongside its own tools. Until now, in-house services like Google Hotels or Google Flights largely occupied the top of the page, relegating competing comparison sites further down in the results.

With this new format, platforms specializing in accommodation, air travel, or restaurants would gain visibility, with a display similar to that of Google products. The first tests would focus on searches related to accommodation, before a gradual expansion to flights and other services. At the same time, Google is considering integrating real-time data feeds, such as accommodation availability, transport schedules, or booking options, positioned above or below the comparison sites. This is a way to maintain a central role in the user experience while addressing criticisms about self-preference… The specter of a DMA sanction: Since March 2025, the European Commission has accused Google of not complying with the DMA by favoring its own services. For regulators, this type of practice can distort competition by limiting the visibility of third-party players who specialize in these markets.

The financial stakes are considerable, because in the event of a proven violation, the fine can reach up to 10% of the group's global annual revenue, and for its parent company Alphabet, this would represent several tens of billions of dollars. This risk is all the more significant given that Google has already been fined nearly €9.71 billion in Europe since 2017 for various violations of competition law.

Faced with this pressure from Europe, Google's strategy now seems more pragmatic, and consists of multiplying experiments and documenting their impact to demonstrate a genuine openness to competition.