In recent days, sources in Brussels have revealed that Google is poised to face a second antitrust fine under Europe’s Digital Markets Act (DMA). The fresh inquiry focuses on allegations that Google has continued to favor its own vertical search services—such as Google Shopping, Maps, and Flights—over rival services, even after initial regulatory action. This development comes in the wake of the DMA’s full enforcement earlier this year, which aims to restrict the power of gatekeeper platforms in digital markets. The looming fine is seen as a signal that the EU intends to aggressively enforce compliance, not just pass rules.
The first DMA case against Google centered on prohibited tie-ins and unfair data usage practices. Under the new inquiry, the focus is whether Google manipulated its rankings to favor its own services or demoted competitors. If the EU finds violations, Google could be fined up to 10% of its global turnover—which would run into billions of dollars. Beyond the monetary penalty, the company could also face mandatory changes to its ranking algorithms and structural remedies. For many regulators, this second case represents an early test of the DMA’s true power.
From Google’s perspective, the firm has argued that its integration of services improves user experience, helping consumers jump between maps, shopping, and search with less friction. Any forced decoupling or forced neutrality of search results would undermine its business model. But critics and rivals counter that Google’s dominance gives it leverage that weakens competition and stifles innovation. Under the DMA, such dominance is no longer a free pass.
The stakes are high—not just for Google but for all major tech firms. If the EU, under this second case, forces deeper structural remedies, platforms like Microsoft, Apple, and Meta will be watching intently. The verdict may redefine how big tech balances integration with regulatory compliance. While Google’s U.S. operations may remain largely unaffected, the EU market is massive, especially for ad revenues, search services, and consumer tools.
For European startups and competitors, a strong enforcement action may be welcomed as an opportunity. Smaller firms have complained for years that Google’s dominance puts them at a disadvantage in search visibility and ad pricing. If regulators force Google to loosen its grip, it could open space for more competition and innovation in verticals like travel, shopping, local services, and mapping.
However, enforcement is rarely simple. Google is likely to mount legal challenges, arguing on technical grounds that algorithm changes infringe on free innovation or that certain practices are legitimate. Litigation may drag on, and some remedies may end up watered down. Moreover, enforcing structural fixes in a platform as large and woven into the web as Google is complex. Regulators will need to monitor compliance, assess new practices, and guard against backsliding.
Ultimately, the outcome of this looming fine could shape the future of digital regulation globally. If the EU succeeds in penalizing and compelling change against a tech giant like Google, it sets a precedent for how governments interact with platforms. For users and business alike, stronger enforcement could mean more choice, better privacy, and less opaque ranking systems. But for Google and others, it represents a critical pivot point: adapt or face deeper fragmentation and regulation.
