The European Commission, under the Digital Markets Act, proposes that Google must share key search data—such as rankings, queries, clicks, and views—with rival search engines and AI-powered features on fair, non-discriminatory terms.

The goal is to give competitors access to essential data to build capable services and prevent rivals from being locked out of the market.

The measures specify data sharing scope, access methods, frequency, anonymization where possible, who can access the data, and pricing parameters for access.

A final decision with binding compliance requirements is expected after ongoing stakeholder consultation, with enforcement timelines likely later in 2026.

Penalties for non-compliance can reach up to 10% of global annual turnover, with potential for additional structural remedies for repeated violations.

This process is part of a broader DMA effort that began with a formal procedure in late January, including a six-month window to identify concrete solutions through a specification process.

The proceedings are part of DMA enforcement against gatekeepers, following Alphabet’s designation as a core platform service in 2023 and ongoing obligations since March 7, 2024.

The topic has been debated for years and intensified after the DMA took effect, with Google signaling potential changes in response to DMA pressure.

The move reflects EU efforts to regulate major US tech firms and curb anticompetitive practices amid global scrutiny of AI and digital services.

It fits into broader EU actions under the DMA concerning large platforms, amidst investigations into favoring in-house services, app-store practices, and news demotion concerns.

The case sits within larger regulatory fights involving Google and other stakeholders, signaling a challenging environment for Google regardless of the outcome.

The broader impact could be increased consumer choice, stronger privacy protections, and a more dynamic digital economy with spillover effects prompting similar global regulatory efforts.