This is yet another attempt to comply with the Digital Markets Act of the European Union.
A brief test is now being conducted by Google in Germany, Belgium, and Estonia. The purpose of this test is to remove more detailed results from Google Search when consumers search for hotels and motels in these countries specifically. In its place, the results will be displayed in a straightforward “blue link” that users who are older may remember from years gone by. As a result of pressure from the European Union, which is demanding that Google comply with the Digital Markets Act (DMA) more frequently, this test is being conducted.
An article published on Google’s blog claims that the company has been putting in a lot of effort over the course of the past year to collaborate with the European Commission and a variety of industries, including hotels, airlines, and small merchants. According to the organization, these three categories of businesses are witnessing a thirty percent decrease in traffic as a result of improvements made to comply with the DMA even further. The comparison websites, on the other hand, are demanding more. Comparison websites provide a number of different results for consumers to choose from, for those who are not familiar with them.
In light of this, Google is currently proposing three more modifications to Search. Users will now have the ability to select between comparison websites and supplier websites thanks to the “expanded and equally formatted units” that are the primary change. The only things that will be affected by this modification are searches for restaurants, hotels, flights, and products.
One more modification is a new style that enables comparison websites to provide additional information when they are displayed in Google Search. This includes the ability to display photographs and pricing. A new set of advertising units for comparison websites is the last modification that has been made.
In reference to the enforcement of DMA, TechCrunch was provided with a statement from the European Commission. Only confirming that they are “assessing Google’s compliance proposals” was the only thing that Lea Zuber, a spokesperson for the European Union, had to communicate.
Google has stated that it is “very reluctant” to implement the hotel-specific test, despite the fact that it is only temporary. This is because the modifications, along with others, will be detrimental to Google and businesses in Europe. With the goal of finding a solution that will satisfy the law, European consumers and businesses, as well as the corporation itself, the internet giant is attempting to strike a balance between the many trade-offs.