Google implements changes in EU, warns of degrading user experience

Google claims that a bunch of users are going to experience a drop in quality in the search engine. Reuters reports that the tech behemoth — in order to cater to EU antitrust regulators — implemented changes to its online search results in Europe on Tuesday. Google was hit with a $534 million fine in July following accusations that it favored its own services in shopping, hotels, and sports via search results. Regulators specifically wanted Google to level the playing field for commercial advertising opportunities, The Times of India states. These changes include one dedicated aggregator shown at the top of search results, as well as a carousel display of products and services without a display of dynamic, real-time pricing. Rankings will be determined by Google's algorithm. However, Google officials are warning both legislators and consumers that these changes will worsen Google's capabilities. They will, for example, favor price comparison sites like Expedia over smaller companies instead. 'These changes degrade the user experience for Europeans — boosting online intermediaries at the expense of local businesses, and removing helpful features people rely on every day,' said Google Senior Vice President of Technology & Information, Nick Fox, via statement to Reuters. 'Users outside the EU will not be impacted by these changes,' Fox adds.