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These Search Results Show Why Europe Is Mad at Google

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Google's Next Move After $2.7B Fine

Europe hit Alphabet Inc.'s Google with a $2.7 billion fine on Tuesday, saying it broke antitrust laws by favoring one of its search services over rival websites.

The case centers around Google Shopping ads, which place color pictures, prices and links to products that consumers have typed into its search engine. The EU's Competition Chief Margrethe Vestager said Google's search algorithms should treat its own Shopping service the same way as other price-comparison sites. What exactly does this look like in practice?

Here's a walk-through of what the EU is so upset about. This is for desktop computer searches. On phones, there's less digital real estate, leaving even less space for competitors. Before we start, it's important to note that Google argues customers aren't that interested in clicking through to other price comparison sites and want to go directly to retailers' sites from Google. It denies any wrongdoing and is considering an appeal. 

Google Shopping Today: The screenshot below shows results for a search in Germany for "gas grill." Five Google Shopping ads take up the most valuable part of the page at the top. No other comparison shopping websites show up in the first couple of links. 


Rival Sites Lower: Scrolling down, you see the first result for a competing price comparison service -- Idealo -- come in at number six. There's another at number 11, Moebel24. But that link is listed as an ad, meaning Moebel24 had to pay for that placement, even though it's near the bottom of the page. The EU says this is bad because consumers click far more often on results appearing higher up in Google's search results. Even on a desktop computer, the top ten results on page 1 generally get about 95 percent of all clicks on generic search results (with the top result receiving about 35 percent of all clicks), the European Commission said on Tuesday