The EU Commission gives Google the chance to avoid fines and more stringent remedies.
A letter sent today to Google from the European Commission outlines four key areas the firm can address to avoid fines and more stringent remedies. The Commission suggested Google's site search offerings and AdWords platform hinder competition.
Ad-supported search services Google provides for publisher websites are under scrutiny, according to a letter sent to Google CEO Eric Schmidt from Joaquin Almunia, VP of the Commission, responsible for Competition Policy. Almunia argued that agreements Google has with website partners using its search platform "result in de facto exclusivity requiring them to obtain all or most of their requirements of search advertisements from Google, thus shutting out competing providers of search advertising intermediation services. This potentially impacts advertising services purchased for example by online stores, online magazines or broadcasters."
Almunia gave Google "a matter of weeks" to propose "remedies" for each EU Commission concern.
Another advertising related worry is that Google AdWords "imposes contractual restrictions on software developers which prevent them from offering tools that allow the seamless transfer of search advertising campaigns across AdWords and other platforms for search advertising."
Almunia also suggested that by displaying its own vertical search products differently in its results, Google may hurt competing services. He also noted that "Google may be copying original material from the websites of its competitors such as user reviews and using that material on its own sites without their prior authorization...We are worried that this could reduce competitors' incentives to invest in the creation of original content for the benefit of internet users."
The U.S. Federal Trade Commission is also probing Google as it relates to antitrust issues. Senators Herb Kohl of Wisconsin and Mike Lee of Utah today praised the EU's decision to work with Google. "We are hopeful that Google will be a willing partner with the EU's Competition Commissioner. We continue to urge the FTC...to ensure a competitive search market where consumers can fairly pick the winners and losers in our online economy," they noted in a statement. The two senators head up the Senate Antitrust Subcommittee.
Learn Digital Marketing Insights From Leading Brands!
ClickZ Live Chicago (Nov 3-6) will deliver over 50 sessions across 4 days and 10 individual tracks, including Data-Driven Marketing, Social, Mobile, Display, Search and Email. Check out the full agenda, or register and attend one of the best ClickZ events yet!
Kate Kaye was Managing Editor at ClickZ News until October 2012. As a daily reporter and editor for the original news source, she covered beats including digital political campaigns and government regulation of the online ad industry. Kate is the author of Campaign '08: A Turning Point for Digital Media, the only book focused on the paid digital media efforts of the 2008 presidential campaigns. Kate created ClickZ's Politics & Advocacy section, and is the primary contributor to the one-of-a-kind section. She began reporting on the interactive ad industry in 1999 and has spoken at several events and in interviews for television, radio, print, and digital media outlets. You can follow Kate on Twitter at @LowbrowKate.
Hong Kong, October 21-22
London, November 13-14
San Francisco, November 13-14
London, November 18-19
Google My Business Listings Demystified
To help brands control how they appear online, Google has developed a new offering: Google My Business Locations. This whitepaper helps marketers understand how to use this powerful new tool.
5 Ways to Personalize Beyond the Subject Line
82 percent of shoppers say they would buy more items from a brand if the emails they sent were more personalized. This white paper offer five tactics that will personalize your email beyond the subject line and drive real business growth.
October 23, 2014
1:00pm ET/10:00am PT