EU Proposes Rules Requiring Google to Share Search Data with Rivals Under Digital Markets Act

Gate News message, April 17 — The European Commission has proposed rules that would require Google to share search data with rival search engines in the EU under the Digital Markets Act, with measures designed to ensure personal data is anonymized. The draft specifies the scope of data Google must share, the frequency of sharing, anonymization protocols, access rules for beneficiaries, and pricing terms.

Google has opposed the plan, arguing it would force the company to share sensitive data and that the proposed safeguards are insufficient. The EU charged Google in March 2025 with breaching the DMA; violations can result in fines of up to 10% of global annual revenue. Public feedback on the proposal is open until May 1, with a final decision expected in July.

Meanwhile, European search competitors are not waiting for regulators to act. Qwant (France) and Ecosia (Germany) established a joint venture called European Search Perspective (EUSP) and launched their own search engine, Staan, citing digital sovereignty goals and higher fees for alternative search APIs. Some competitors argue the EU's proposed data-sharing plan falls short because it would exclude Google's search index data, limiting competitive impact.

The underlying battle centers on control of the data that feeds AI systems. As multiple search engines and AI tools process information differently, companies may need to optimize content for multiple algorithms rather than relying on a single discovery platform.