Google Rolls Out Search, Shopping Ad Changes In Europe

Google has started overhauling millions of search results in Europe—and neither the search giant nor its detractors are happy about it.

Google is allowing rival shopping-comparison services to bid for and resell advertising space at the very top of Google search results in Europe. The new ads appear alongside similar product ads from Google’s own shopping-ad unit, which Google said is bidding independently in the same auctions. The changes are part of Google’s effort to comply with a European Union antitrust decision that fined the company 2.42 billion euros ($2.71 billion) for using its dominant search engine to favor its own shopping ads at the expense of competitors’ -- and ordered it to start treating itself the same as its competitors. Google is appealing the decision, but is implementing its order to avoid noncompliance fines that can reach total 5% of its global daily revenue, or more than $12 million.