Google hit with record EU fine over 'unfair' shopping searches

Soft Secrets
27 Jun 2017

If Google doesn't make changes, it faces penalty payments of up to 5 per cent of the average daily worldwide turnover of Alphabet, which is Google's parent company

Google has been slapped with a record-breaking €2.4bn (£2.1bn) fine by European regulators for abusing its dominant position in the fiercely competitive and rapidly expanding world of online shopping. The European Commission said that the search engine has 90 days to end the misconduct. If it does not, it faces penalty payments of up to 5 per cent of the average daily worldwide turnover of Alphabet, which is Google's parent company. "Google's strategy for its comparison shopping service wasn't just about attracting customers by making its product better than those of its rivals,” said commissioner Margrethe Vestager, who is in charge of competition policy. “Instead, Google abused its market dominance as a search engine by promoting its own comparison shopping service in its search results, and demoting those of competitors,” she said. [caption id="attachment_5173" align="alignnone" width="300"] 1.Barclays CEO under investigation for trying to identify whistleblower Monday Paril 10 | “What Google has done is illegal under EU antitrust rules. It denied other companies the chance to compete on the merits and to innovate. And most importantly, it denied European consumers a genuine choice of services and the full benefits of innovation,” she added. Getty[/caption] [caption id="attachment_5178" align="alignnone" width="300"] The Economic Secretary to the Treasury has vowed that the Government will crack down on money laundering practices, after several of the UK's biggest banks were accused of processing money from a Russian scam, believed to involve up to $80bn (£65bn). Reuters[/caption] [caption id="attachment_5177" align="alignnone" width="300"] Two former HBOS bankers were among six people found guilty of bribery and fraud that cost customers and shareholders hundreds of millions of pounds, the BBC reports. Lynden Scourfield, 54, a manager at HBOS, forced struggling clients to use the services of his friends David Mills, 60, and Michael Bancroft, 73. In return, the two businessmen arranged sex parties, cash and lavish gifts. On Monday, the three were convicted at Southwark Crown Court on accounts including bribery, fraud and money laundering. Mark Dobson, another manager at HBOS, Alison Mills, and John Cartwright were also convicted. Getty Images[/caption]
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For years EU authorities have been crafting their case against Google, claiming the search engine giant favours its own search results over those of other websites.
Google has consistently denied wrongdoing and Tuesday’s ruling will deal a sharp blow to the group, especially because online shopping searches are one of the company’s most important sources of sales growth as it takes on rivals as diverse as Facebook and Amazon. It also indicates that the EU is cracking down on misconduct and will send a message of zero tolerance to other players. It's the biggest fine ever handed to a single company in an EU anti trust case, beating a nearly €1.1bn penalty that US chipmaker Intel was forced to pay back in 2009. “The decision is a real kicking for Google. The fine is around double the amount of the previous largest fine issued by the commission, showing how seriously the behaviour is viewed,” said Oliver Fairhurst, associate and competition law specialist at law firm Lewis Silkin. He said that in addition to Google having to rethink the way in which it operates, it might also mean that the company faces legal claims from competitors - and even consumers - who say that they lost out because of the behaviour. “One major caveat to all this though is that Google is very likely to appeal, and any such appeal process may take us well into the 2020s.” Google reportedly uses a type of online advertising known as Product Listing Ads, or PLAs. The format lets a marketer place an ad for an item with large images and price information in the prime digital real estate at the top of search result pages. The commission said that since 2008, Google has systematically given prominent placement to its own comparison shopping service, while demoting rival comparison shopping services in its search results. Research shows that consumers are much more likely to click on results that are more visible. Even on a desktop, the commission said, the ten highest-ranking generic search results on the first visible page together generally receive approximately 95 per cent of all clicks on generic search result. The top result receives about 35 per cent of all the clicks. Comparison shopping services rely to a great extent on traffic to be competitive, meaning that Google’s engineering of search results skewed the market unfairly.
 
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