Google to Face EU Antitrust Fine Over Search Self-Preference in 2026
GeokHub
Contributing Writer
Brussels / Dec 11 (GeokHub) European Union antitrust regulators are preparing to fine Google as early as next year for allegedly violating competition rules by favouring its own services in search results. The case comes under the EU’s Digital Markets Act, landmark legislation designed to curb unfair advantages by dominant tech platforms.
Brussels formally charged Google earlier this year after concluding that the company gave undue prominence to its own products — including shopping, hotel and flight services — ahead of independent competitors. Several tweaks Google has proposed to adjust its search algorithm were judged insufficient by regulators, who say the company still falls short of full compliance with the rules.
If the EU finds Google in breach of the Digital Markets Act, the tech giant could be fined up to 10 per cent of its global annual revenue — a potentially significant penalty given its size and market position.
Analysis / Impact:
This development marks a key moment in the EU’s broader effort to rein in Big Tech’s dominance in digital markets. The Digital Markets Act aims to ensure a more level playing field by forcing large “gatekeeper” platforms to treat rivals fairly and give consumers greater choice.
For Google, a substantial fine — and possible future requirements to further overhaul search result rankings — would have far-reaching consequences for how its flagship search business operates in Europe. It could also embolden other regulators globally who are pressing similar competition concerns around digital platforms.
The case is separate from other ongoing EU scrutiny of Google’s app store practices, where the company also faces potential penalties. Together, these actions signal mounting regulatory pressure on major tech firms to adapt or face steep consequences.
