Alphabet’s Google is expected to face an antitrust fine from European Union regulators next year for failing to fully comply with EU rules that prohibit favouring its own services in search results, according to sources familiar with the matter.
The case stems from charges brought by the European Commission in March, alleging that Google prioritised its own offerings—such as Google Shopping, Google Hotels, and Google Flights—over competing services. This practice has long been a point of tension between Google and vertical search engines, which specialise in specific sectors, as well as hotels, airlines, restaurants, and transport services vying for visibility in search results.
Despite a series of adjustments to search rankings—including a proposal in October—Google has not yet met the requirements of the EU’s Digital Markets Act (DMA). The DMA prohibits major technology companies from giving preference to their own products and services over competitors’. Sources state the Commission is considering enforcement action unless Google takes further steps to comply.
Google has previously indicated that additional alters to its search algorithms could prioritise the interests of a tiny set of intermediaries over European businesses seeking to reach consumers directly. The company can still implement alters to avoid penalties, which under the DMA could amount to as much as 10% of global annual revenue.
A European Commission spokesperson and a Google representative declined to comment on the ongoing proceedings.
The expected fine may strain transatlantic relations, as U.S. officials have repeatedly criticised EU regulations as disproportionately tarobtaining American technology companies, though EU authorities deny any bias.
This self-preference investigation is separate from another ongoing EU probe into Google Play, the company’s app store, which could also result in a substantial fine next year.
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