Google, owned by Alphabet Inc, is making significant changes to its core search, browser, and data products in Europe in response to the European Union’s new regulations designed to rein in the market dominance of Big Tech.
According to Google, online shoppers in the EU will now see different search results that include more links to comparison sites from various sources on the web. In addition, users will be presented with an additional consent banner for user data on certain services. Google has also committed to providing additional choice screens for search engines and browsers on Chrome.
However, the US company has expressed concerns about the Digital Markets Act, which has compelled it to implement these changes. Google stated that the Act involves “difficult trade-offs” and that the firm is worried that some of these rules will limit the choices available to individuals and businesses in Europe.
The new DMA rules, which will come into effect on March 7, establish strict regulations for the largest digital companies and empower the European Commission as the region’s antitrust enforcer. These rules will make it illegal for certain platforms to favor their own services over those of competitors. They will also be prohibited from combining personal data across different services and from using data collected from third-party merchants to compete against them. Additionally, users will be able to download apps from rival platforms.
Alphabet Inc’s Google Search, Apple Inc’s Safari, Amazon.com Inc’s marketplace, Bytedance Ltd’s TikTok, and Meta Platforms Inc’s Facebook are among the 22 Big Tech services covered by the EU’s Digital Markets Act. – Bloomberg
