Last month, Google announced a range of updates to its Search platform to align with the EU Digital Markets Act (DMA). The tech giant claims it has implemented over 20 modifications, including specialized units and formats aimed at enhancing the visibility of comparison websites throughout Europe.
Impact on Users and Businesses
Google pointed out that the removal of certain features from Search, such as flight details and limited functions in clickable maps, has adversely affected users in Europe. The company reported that smaller businesses, including "airlines, hotel operators, and small retailers," are finding it more difficult to connect with customers, with some noting a drop in booking clicks of up to 30%.
Testing New Formats
Additionally, Google is pilot testing a new format resembling the older "ten blue links" style that was used in Germany, Belgium, and Estonia. Over the past three years, the search behemoth has engaged in dialogue with comparison services but has yet to establish a format that meets DMA requirements and is seen as favorable.
Concerns from Comparison Websites
In an open letter from last year, comparison websites expressed their concerns that Google continues to favor its own Comparison Shopping Services (CSS). They argue that paid results using CSS appear on search engine results pages (SERP), which effectively pushes their listings down unless they opt into Google's CSS.
In a recent open letter shared with Reuters, these websites emphasized that Google has "simply, repeatedly, ignored this feedback, and instead continued to iterate on the same non-compliant solution for months."
Call for EU Action
The comparison websites are calling on the EU to take action against Google, asking for "preliminary findings" and the imposition of fines, including ongoing penalty payments, to compel Google to finally heed their concerns and comply with regulations.
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