Google (Alphabet: GOOGL.O) is making waves yet again, this time with proposed changes to its search results to align with the European Union’s strict Digital Markets Act (DMA). While these changes have drawn mixed reactions from industries, lobbying group Airlines for Europe—which represents major players like Air France KLM and Lufthansa (LHAG.DE)—is giving Google a rare nod of approval.
Why the Search Overhaul?
The DMA mandates Big Tech to play fair, specifically barring Google from favouring its own products and services in search results. Failure to comply could cost Google dearly—fines reaching up to 10% of its global annual turnover. This regulatory pressure has prompted Google to tweak its search result formats repeatedly over the past few months.
The airline industry, a vocal critic of Big Tech’s dominance, has praised Google’s latest efforts for leveling the playing field. In a letter to the European Commission dated Dec. 20, Airlines for Europe commended the proposed “horizontal layout” of equally sized boxes for airlines and comparison sites.
“In the spirit of finding a DMA-compliant solution in a timely fashion, the airline industry has shown it is willing to compromise,” the group stated.
Blue Boxes and Better Balance
One standout feature of Google’s proposal is the use of blue to visually separate airline results from other search elements. Airlines for Europe has given a thumbs up to this colour-coding, but there’s still room for improvement.
The group raised concerns about inconsistencies in price displays, emphasizing that the figures shown in graphics and boxes should match. Another sticking point? Dates. Airlines for Europe criticized Google’s idea of switching to “purely indicative dates” rather than specific travel dates for flight searches.
“Characteristics such as dates are an integral part of the general search process of consumers looking for air travel, and the switch to a purely indicative date will downgrade their experience significantly,” the group warned.
An Old Format Comeback?
Google is clear: if industries like airlines and price-comparison sites fail to align on a workable solution, the company might revert to its iconic “10 blue links” format—a throwback to its simpler search results of years past. While this might satisfy regulators, it could risk alienating users accustomed to more dynamic, feature-rich search experiences.
Balancing Innovation and Regulation
This tug-of-war highlights the growing tension between innovation and regulatory compliance. As Google walks the tightrope of adapting its platform to DMA requirements, industries like airlines are cautiously optimistic but remain vigilant about user experience.
The Bigger Picture
For Google, the stakes couldn’t be higher. Its search engine isn’t just a gateway to information—it’s a battleground where industries fight for visibility. For airlines and price-comparison sites, these changes could redefine how they connect with consumers.
As one of the most scrutinized players in Big Tech, Google’s willingness to adapt signals a shift in how digital platforms will operate under the watchful eye of regulators. Will these changes usher in a more equitable online ecosystem, or will they inadvertently disrupt user expectations?
One thing’s clear: the search for balance is far from over.
