Google ordered to make ‘better proposals’ by EU competition chief

Europe’s competition chief has has warned Google it must improve its proposed concessions to how it displays its search and advertising results to address antitrust concerns if it is to escape formal censure.


Joaquin Almunia, EU competition commissioner, yesterday (17 July) stated Google must “present better proposals”, to address concerns that it unfairly promotes its own services compared to rivals in its search results, as well as its terms of service for advertisers.

Almunia said: “I concluded the proposals that Google sent to us months ago are not enough to overcome our concerns.”

He also added that he has written to Google chairman Eric Schmidt requesting “better proposals”.

Google, which commands an almost 90 per cent share of the European search market according to ComScore,  potentially faces formal sanction over how it displays its search and advertising results with critics claiming it unfairly prioritises its own services over rivals’.

The online services giant has submitted a proposed solution to address these concerns in April, including more clearly labelling its own products in its search results and imposing fewer restrictions on advertisers that choose to do business with competing service providers.

If Google’s concessions are accepted by the Commission, it will avoid a fine of up to $5bn (£3.2bn) plus the scrutiny of a third party to ensure it complies with any alternative practices prescribed by competition authorities.

However, Google’s detractors – most notably Microsoft and Windows Phone manufacturer Nokia – have also slammed them as inadequate and harmful to competition, claiming they fall short of the Commission’s requirements.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here