Google to test plain search results in European markets to comply with DMA

Alphabet-owned Google is preparing to conduct a short-term test of its search results in Germany, Belgium, and Estonia, reverting to a classic “blue links” format for hotel searches in response to European Union regulatory pressure.

The technology giant’s legal director, Oliver Bethell, outlined the proposed changes in a blog post, explaining that the company is attempting to balance compliance with the Digital Markets Act (DMA) while maintaining user experience.

“We have therefore proposed more changes to our European search results to try to accommodate these requests, while still meeting the goals set by the Digital Markets Act,” bethell stated.

The test will remove current hotel search features, including location maps and additional result details, returning to a more basic search interface reminiscent of early internet search engines. Google acknowledges this is not its preferred approach, with bethell noting they are “very reluctant to take this step, as removing helpful features does not benefit consumers or businesses in Europe”.

The changes come after complaints from smaller digital companies about traffic reductions following previous platform modifications. Some sectors have reported direct booking clicks falling by 30 per cent due to Google’s adjustments.

Proposed modifications include introducing “expanded and equally formatted units” allowing users to choose between comparison sites and supplier websites. Google will also enable new formats permitting rivals to display prices and pictures, and create additional advertising units for comparison sites.

Not all parties are satisfied with the proposed changes. Kelkoo, a British price comparison site, rejected the proposal. Its chief executive, Richard Stables, criticised Google, saying the changes “do not resolve the obvious preferential treatment of Google’s own Comparison Shopping Services”.

The German Hotel Association expressed concerns about reduced visibility for independent operators, warning that a return to basic blue links would make it “harder to compete” and potentially increase dependence on third-party platforms.

The European Commission is currently assessing Google’s compliance proposals. Potential DMA violations could result in penalties of up to 10 per cent of the company’s annual global turnover.

Google maintains it has engaged extensively with regulators, hosting over 100 conferences and roundtables to seek feedback on digital market regulations.

As the technology landscape continues to evolve, this test represents Google’s latest attempt to navigate the complex regulatory environment of the European digital market.