Google Tries To End EU Antitrust Case

Finally, an antitrust case against Google in the European Union may be coming to an end. For the past three years, Google has been involved in an investigation, with its competitors claiming that the search giant has been abusing its position as the most popular search engine.

According to its competitors -- including Microsoft -- Google has only been showing its own products in search results, meaning that competitors have been pushed aside. New concessions from Google may cause the search engine to include logos and introductory text for its competitors when a person looks for various online services.

The Center Of Trouble: Google Products

The European Union's crusade against Google can be boiled down to a few basic complaints made by Google's competitors against the company. EU antitrust commissioner Joaquin Almunia has been at the head of the investigation, and has pushed aside -- on the behalf of the competitors -- the search giant's proposals up to this point.

Almunia's main concerns regarding Google's search results include Google's display of its own products without making it known to a user, and the removal of third-party content from Google search without the owner's permission. Outside of the core search result complaints made against Google, there were also some concerns regarding Google Adsense/Adwords.

As of right now, Google does not allow advertisers to port their campaigns onto rival search ad platforms, nor does the company allow publishers to display advertising from Google competitors on their sites.

The Fix

Now that Google has agreed to change its policies on its search and advertising policies, Almunia is hopeful that a deal may finally go through and the antitrust investigation will end.

Google has already stated in previous plans that it will completely get rid of the advertising regulations that have been a topic of concern. For the most...

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