Alphabet’s Google has gained a nod of approval from Airlines for Europe (A4E)the lobbying group representing major airlines like Air France-KLM and Lufthansafor its proposed changes to search result formats. These adjustments aim to align with the European Union’s Digital Markets Act (DMA)which mandates fair competition on digital platforms.
Proposed Changes to Search Results
Google has introduced several updates to its search result displays over the past months to comply with the DMA and avoid fines of up to 10% of its global annual turnover. The changes, designed to address concerns from airlines, price comparison sites, and other stakeholders, include:
- Uniform Box Sizes: Same-sized boxes for airlines and comparison sites in search results, creating a horizontal layout to ensure fairness.
- Color Coding: Use of blue boxes to differentiate airline and comparison site listings from other elements on the search results page.
These adjustments aim to prevent Google from favoring its own products and services, as required under the DMA.
Support from Airlines for Europe
A4E expressed its support for these changes in a letter to the European Commission dated December 20.
“In the spirit of finding a DMA-compliant solution in a timely fashion, the airline industry has shown it is willing to compromise,” said Airlines for Europe.
While backing the general layout, A4E emphasized the importance of price consistency in search results, urging Google to ensure that:
- Prices Displayed Match Across Elements: The group stressed that prices in graphical search results should be identical to those in the boxes.
- Specific Dates Are Retained: A4E raised concerns about Google’s suggestion to switch to indicative dates for flight searches, calling it a potential downgrade to the consumer experience.
Implications for Google and Competitors
Google has acknowledged the challenges of meeting conflicting demands from stakeholders and hinted at reverting to its classic “10 blue links” format for search results if consensus cannot be reached.
This move would represent a significant rollback to an older search experience, possibly affecting how consumers interact with flight and price comparison listings.
Why This Matters
The Digital Markets Act is reshaping the digital landscape, forcing major platforms like Google to reevaluate how they present results to ensure fair competition. For the airline industry, these changes are critical in ensuring their offerings are visible and fairly represented.
Google’s compliance efforts could set a precedent for other tech giants navigating similar regulations in the EU and beyond.
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