Google's Search Result Changes Win Over EU Airlines

 

Brussels, December 24, 2024 - Alphabet's Google has received a significant endorsement for its proposed adjustments to search results from Airlines for Europe, a prominent lobbying group representing major carriers like Air France KLM and Lufthansa. This positive feedback comes as Google navigates the complexities of the European Union's Digital Markets Act (DMA), a landmark legislation aimed at curbing the dominance of tech giants.


The DMA and Google's Compliance Efforts

The DMA mandates that companies like Google refrain from unfairly favoring their own services within their search results. Non-compliance carries hefty fines, potentially reaching 10% of the company's global annual revenue.

To ensure adherence to the DMA, Google has been actively modifying its search result formats. This has involved a series of adjustments in response to varying demands from stakeholders, including price comparison websites, hotels, airlines, and small retailers. The latest set of modifications was announced last month.

Key Points of Agreement with Airlines for Europe

In a letter addressed to the European Commission dated December 20, Airlines for Europe expressed support for several of Google's proposed changes:

  • Horizontal Layout: The letter commended Google's adoption of a horizontal layout for search results, displaying airline and comparison site information in equally sized boxes.
  • Color Differentiation: The use of the color blue to distinguish airline and comparison site results from other elements was also deemed acceptable.

Areas of Concern and Remaining Challenges

While expressing support for these changes, Airlines for Europe also raised specific concerns:

  • Price Transparency: The group emphasized the importance of maintaining consistent pricing across the search results, ensuring that the prices displayed in the graphic align with those presented within the individual boxes.
  • Date Specificity: The airline group expressed reservations about Google's proposal to display only indicative dates for flights instead of specific dates. They argued that this change could significantly diminish the user experience for travelers actively seeking to book flights.

The "10 Blue Links" Contingency

Google has previously stated that it may revert to a simpler search result format – a list of 10 blue links – if it cannot reach an agreement with its rivals, including airlines and price comparison sites, on a DMA-compliant solution. This fallback option highlights the complexities of navigating the DMA's requirements while balancing the needs of various stakeholders.

Conclusion

The positive feedback from Airlines for Europe represents a significant step forward in Google's efforts to comply with the DMA. However, ongoing dialogue and further adjustments will be necessary to address the remaining concerns and ensure a search experience that is both fair and beneficial for users.

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