Google Concludes Blue Links Test for Hotel Searches in EU, Argues Against Strict DMA Interpretation
Google wraps 'blue links' search test, lobbies for less maximalist application of EU's DMA.
Matilda
Google Concludes Blue Links Test for Hotel Searches in EU, Argues Against Strict DMA Interpretation
Tech giant Google has wrapped up a controversial test in the European Union (EU) that replaced visually-rich hotel search results with basic "blue links." This move came amidst ongoing scrutiny from the EU regarding Google's compliance with the bloc's Digital Markets Act (DMA). The Blue Links Test: A Compliance Experiment? The DMA, enforced in March 2024, aims to foster fairer competition in digital markets. One key provision prohibits self-preferencing, where platforms like Google prioritize their own services over competitors. Google implemented the blue links test in Germany, Belgium, and Estonia. This stripped away features like hotel thumbnail photos, prices, and map locations, leaving only basic text links. In a blog post, Google's Oliver Bethell, Director of Legal, argued the test results demonstrate the drawbacks of a strict DMA interpretation. He claims user traffic to hotels dropped by over 10%, potentially hindering direct bookings. Additionally, traffic t…
