Late on Wednesday, Google made some concessions to the European regulators in what was seen as a move by the company to bow to tightening pressure from all corners of the globe. These concessions were related to its online shopping service. Google has been subjected to pressure by governments, nongovernmental organizations and even their competitors. This comes few months after the search engine company was hit with a fine of 2.6 billion euros in what European Union regulators referred to as an antitrust fine. This is equivalent to $2.8 billion and was imposed on Google after it was discovered that the company was favoring its services in comparison to those of its competitors. The penalty came in an important market dominated by Google. This is just an oversight of the troubles that have befallen the company as it tries to solidify itself as the best search engine in the word. This decision by Google to offer their competitors a better shot at business could also set a precedent that will be followed by other technology companies. It could also lead to Google opening up about the mathematical formulae used in ranking or when searching. According to the statement by the company, these changes will be introduced as early as Thursday morning.
This means that Google has met with the deadline that was set by the European regulators on when they should open the shopping platform to other competitors. Should have Google failed to meet the deadline, it could have been hit with another fine by the executive arm of the European Union known as European Commission. Google Brussels spokesman Al Verney said that the company was giving equal opportunity services to all service providers. This means that every merchant has an equal opportunity of showcasing their products. The July fine was the biggest fine that an American company has ever faced on the globe. This fine meant that the European Union had taken the mantle of being the toughest regulator when it comes to digital services. Brussels, on the other hand, received criticism from various sides for unfairly targeting American firms. Other than technology, European Union competition commissioner Margrethe Vestager is looking into market abuse, data privacy, and tax avoidance. Some of the companies that have been targeted include Facebook, Twitter, and Amazon. Apple is also one of the targets. Rivals complained that Google considered its products first giving them an edge over their competitors.