In a renewed attempt to avoid a potentially substantial antitrust fine from the European Union, Google has proposed additional changes to how its search results are displayed, aiming to give rival services more visibility. According to documents seen by Reuters, the U.S. tech giant offered the proposals in response to charges from the European Commission that it was unfairly promoting its own vertical services like Google Shopping, Hotels, and Flights over competitors, in violation of the new Digital Markets Act (DMA).
The DMA is a sweeping regulation designed to curb the dominance of major technology firms by mandating fair practices and encouraging competition. Under Google’s new proposal, any competing vertical search service (VSS) selected through objective and non-discriminatory means would be granted a prominent box at the top of the search results page. This box would mirror the look and features of Google’s own services and would include three direct links chosen by the VSS to relevant listings such as hotels, transport, and restaurants.
Despite Google’s assertion that it does not agree with the Commission’s preliminary findings, the company said it remains open to a compromise “on a without prejudice basis” in order to resolve the ongoing proceedings. The proposals were jointly shared by Google and the Commission with rival companies, inviting their feedback ahead of a key meeting scheduled for July 8. The move is part of Google’s broader strategy to align with EU regulatory demands while maintaining its influence over the search ecosystem.
However, several unnamed competitors told Reuters that the adjustments still fall short of achieving a truly level playing field. Critics argue that while the proposed changes offer some visibility to rivals, the structure of the search page still disproportionately favors Google’s native services, especially for users who do not actively click into alternative results. The July meeting is expected to be a crucial step in determining whether the Commission accepts the modifications or proceeds with enforcement actions under the DMA.