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Splitting off Google Shopping wouldn't fix the pay-to-play problem

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Bradley James
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Underdogs fail to see how that's a competition 'remedy'

As the European Commission mulls Google's own remedy to its anti-competitive behaviour on the web, the former startup behind the original complaint has warned of possible consequences.

Foundem was destroyed by Google's promotion of its own Google Shopping – which doesn't offer customers the best deal, but is another pay-for-placement ad channel, a shop window.

The European Commission already found that Alphabet is guilty of infringing Article 102 of the Treaty on the Functioning of the European Union by introducing this, but spent years stalling a formal decision in the hope Google would reform.

Faced with a record fine, Google is now invited to come up with its own solution that should, we learn from a tender document, create a level playing field.

Any measure chosen by Google must, however, ensure that it treats competing comparison shopping services no less favourably than its own comparison shopping service within its general search results pages.

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