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Google clears deck for huge antitrust fight

Google clears deck for huge antitrust fight

Each spot on this panel will be auctioned which will provide a chance to rival site to display their links.

Google itself has claimed that its practice of highlighting paid advertisements in search results has made it easier for users to find products and services that they're looking for.

The Commission had accused Google, part of the California-based Alphabet group, of giving its own shopping service unfair advantages over the competition.

Google will create a new department in the company for its comparison shopping tool as part of its effort to appease the European Union, which hit the tech giant with $2.8 billion antitrust fine over the summer, Bloomberg reported.

"It would be premature at this stage for the Commission to take any definite positions on Google's plans".

He said: "We're implementing a remedy to comply with the European commission's recent decision".

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Its retooled system for injecting shopping ads at the top of Google search results is available in the European Economy Area countries and Switzerland - i.e. places where its comparison shopping service and shopping ads are regionally available. "Google Shopping will compete on equal terms and will operate as if it were a separate business, participating in the auction in the same way as everyone else", a Google spokesman said Thursday.

In a statement issued immediately after the ruling, Google said it "respectfully" disagreed and was considering whether to appeal.

In June, EU regulators fined Google a record 2.4 billion euros (S$3.83 billion), the largest doled out by Brussels for a monopoly abuse case, following a seven-year-long investigation.

The ads from comparison shopping services will appear in the same place above results for product searches as did ads directly from merchants.

The company introduces changes under pressure of the European Commission. It may also show up to users outside Europe if their language or location preferences make Google software think they're in Europe.

"We're confident these cases will ultimately be decided based on the facts and that this analysis will show our product innovations have benefited consumers and merchants, and expanded competition", said Kent Walker, Google's senior vice president and general counsel, in a blog post past year. Google presented its plans to the commission at the end of August but did not make them public until Wednesday.


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