Google to Comply With EU Search Demands to Avoid More Fines

Google will comply with Europe’s demands to change the way it runs its shopping search service, a rare instance of the internet giant bowing to regulatory pressure to avoid more fines. The Alphabet Inc unit faced an Aug 29 deadline to tell the European Union how it planned to follow an order to stop discriminating against rival shopping search services in the region.

The EU fined Google a record 2.4 billion euros ($2.7 billion) in late June for breaking antitrust rules by skewing its general search results to unfairly favor its own shopping service over rival sites. The company had 60 days to propose how it would "stop its illegal content" and 90 days to make changes to how the company displays shopping results when users search for a product. Those changes need to be put in place by Sept. 28 to stave off a risk that the EU could fine the company 5 percent of daily revenue for each day it fails to comply. "The obligation to comply is fully Google’s responsibility," the European Commission said. The onus is on Google to find a solution that satisfies regulators, who’ve learned from past battles with Microsoft and Intel.