admin The European Commission’s preliminary measures would require Alphabet’s Google to provide eligible third-party search providers with access to anonymised ranking, query, click and view data on fair, reasonable and non-discriminatory terms. The data is central to how search engines refine results, detect user intent and improve relevance, making it one of the most valuable assets in the online information economy.
The proposal forms part of a specification procedure opened on 27 January 2026 to clarify how Alphabet must comply with its search data-sharing obligations. The Commission issued its preliminary findings on 16 April and has invited feedback from stakeholders before adopting a final decision by 27 July. Interested parties have until 1 May to submit views on the search data measures.
Regulators are seeking to define who qualifies for access, what categories of data must be shared, how frequently the information should be supplied, what anonymisation safeguards are required and how pricing should be set. AI chatbots with search functionality may qualify as data beneficiaries, extending the scope beyond conventional search engines at a time when generative AI is reshaping how users seek information online.
The case goes to the heart of Google’s advantage in search. Its dominant position is reinforced by vast streams of behavioural data, including the queries people enter, the links they click, the results they view and the rankings that lead to user engagement. Competitors argue that without access to comparable data, smaller search providers cannot match the quality, freshness and relevance of Google’s results.
Google has opposed the proposal, warning that forced sharing could expose sensitive user interests despite anonymisation. The company has argued that searches often involve highly personal topics such as health, finance and family matters, and that privacy protections may be insufficient if large datasets are supplied to outside companies. It also maintains that its own compliance proposals are enough to meet the DMA’s requirements.
The Commission’s position is that anonymised data can be shared in a way that preserves privacy while giving rivals a fairer chance to improve their services. The measures are designed not as a penalty at this stage, but as binding guidance on how Alphabet should meet its obligations. Failure to comply with the DMA can lead to fines of up to 10 per cent of global annual turnover, with higher penalties possible for repeat breaches.
Alphabet was designated as a gatekeeper under the DMA in September 2023, placing Google Search, Google Play, Google Maps, YouTube and other core services under stricter obligations. The law, applicable across the European Economic Area, aims to prevent large platforms from using entrenched positions to block rivals, lock in users or control access to digital markets.
The search data case sits alongside wider EU scrutiny of Google’s ecosystem. Regulators have also pursued concerns over whether Google favours its own services in search results, including comparison shopping, hotels and flights. Publishers, travel platforms and specialist search firms have complained for years that Google’s presentation of results diverts traffic towards its own products and away from competitors.
The emergence of AI search has widened the regulatory challenge. Services that combine conversational answers with web search need large volumes of data to improve relevance and reduce errors. Google’s Gemini and AI-enhanced search products benefit from integration with the company’s existing search infrastructure, while rivals may depend on access to search indexes, user interaction signals and distribution channels controlled by larger platforms.
For consumers, the proposal could eventually mean more credible alternatives to Google Search, including niche engines, privacy-focused services and AI assistants with better access to real-world search signals. For businesses, especially publishers and comparison services, the outcome could influence how online visibility and referral traffic are distributed across Europe.
