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Google hit with record EU fine over 'unfair' shopping searches Google hit with record EU fine over 'unfair' shopping searches
(35 minutes later)
Google has been slapped with a record-breaking €2.4bn (£2.1bn) fine by European regulators for abusing its dominant position and promoting its own shopping service in its search results.  Google has been slapped with a record-breaking €2.4bn (£2.1bn) fine by European regulators for abusing its dominant position in the fiercely competitive and rapidly expanding world of online shopping.
The search engine giant has 90 days to end the misconduct. If it does not, it faces penalty payments of up to 5 per cent of the average daily worldwide turnover of Alphabet, which is Google's parent company. The European Commission said that the search engine giant has 90 days to end the misconduct. If it does not, it faces penalty payments of up to 5 per cent of the average daily worldwide turnover of Alphabet, which is Google's parent company.
"Google has come up with many innovative products and services that have made a difference to our lives. That's a good thing. But Google's strategy for its comparison shopping service wasn't just about attracting customers by making its product better than those of its rivals,” said Commissioner Margrethe Vestager, who is in charge of competition policy. "Google's strategy for its comparison shopping service wasn't just about attracting customers by making its product better than those of its rivals,” said commissioner Margrethe Vestager, who is in charge of competition policy.
“Instead, Google abused its market dominance as a search engine by promoting its own comparison shopping service in its search results, and demoting those of competitors,” she said.“Instead, Google abused its market dominance as a search engine by promoting its own comparison shopping service in its search results, and demoting those of competitors,” she said.
“What Google has done is illegal under EU antitrust rules. It denied other companies the chance to compete on the merits and to innovate. And most importantly, it denied European consumers a genuine choice of services and the full benefits of innovation,” she added. “What Google has done is illegal under EU antitrust rules. It denied other companies the chance to compete on the merits and to innovate. And most importantly, it denied European consumers a genuine choice of services and the full benefits of innovation,” she added. 
For years European Union authorities have been crafting their case against Google, claiming that the search engine giant favours its own search results over those of other websites. For years EU authorities have been crafting their case against Google, claiming the search engine giant favours its own search results over those of other websites.
Google has consistently denied wrongdoing and Tuesday’s ruling will deal a sharp blow to the group, especially because online shopping searches are one of the company’s most important sources of sales growth. Google has consistently denied wrongdoing and Tuesday’s ruling will deal a sharp blow to the group, especially because online shopping searches are one of the company’s most important sources of sales growth. 
More follows… It's the biggest fine ever handed to a single company in an EU anti trust case, beating a nearly €1.1bn penalty that US chipmaker Intel was forced to pay back in 2009. 
  Google reportedly uses a type of online advertising known as Product Listing Ads, or PLAs. The format lets a marketer place an ad for an item with large images and price information in the prime digital real estate at the top of search result pages.
The commission said that since 2008, Google has systematically given prominent placement to its own comparison shopping service, while demoting rival comparison shopping services in its search results.  And research shows that consumers are much more likely to click on results that are more visible.
Even on a desktop, the commission said, the ten highest-ranking generic search results on the first visible page together generally receive approximately 95 per cent of all clicks on generic search result. The top result receives about 35 per cent of all the clicks.
Comparison shopping services rely to a great extent on traffic to be competitive, meaning that Google’s engineering of search results has skewing competition unfairly.
Kelkoo, a European shopping comparison site, which helped bring the case against Google, said that it welcomed the commission’s decision.
"This is a big day for the industry and consumers in Europe. With this decision, the Commission is saying that Google has broken the law and now needs to stop its abuse and allow competition back into the marketplace”, said Richard Stables, the company's CEO.
He said that this marks an important step in restoring competition in the market but also added that it was “important to have a very strong monitoring trustee and oversight to ensure that the remedy is put into practice correctly by Google”.
Kelkoo claims to have lost out on ten years of development and growth as a result of Google’s practices.
“But this decision will allow us to focus on innovation and to provide consumers with wider choice and lower prices and that’s what’s really exciting,” Mr Stables said.