Regulatory Action Under the Digital Markets Act
The European Commission has initiated proceedings against Google, requiring compliance with data sharing obligations as outlined in the Digital Markets Act (DMA). Launched on January 27, 2026, this directive compels Google to grant third-party AI providers access to data and features used by its Gemini model. Additionally, third-party search engines must receive anonymized Google Search data, including metrics like rankings and clicks, under fair and non-discriminatory terms.
Google’s Stance and Concerns
Google maintains that it already licenses search data to competitors, claiming that its Android platform is “open by design.” Senior competition counsel Clare Kelly expressed apprehension that new rules could jeopardize user privacy and security, potentially leading to data exposure that undermines innovation. Google asserts its commitment to compliance while rejecting any notion of wrongdoing.
Implications of the DMA
The DMA, effective since 2022, designates major platforms like Google, Amazon, and Apple as ‘gatekeepers.’ These regulations aim to dismantle monopolistic behavior by enforcing data sharing and interoperability. Article 6(7) mandates that gatekeepers permit third-party access to the same hardware and software features they utilize, while Article 6(11) ensures equitable access to search engine data.
This regulatory framework aims to level the playing field, enabling smaller players to innovate and compete effectively, especially in the AI sector. Commission EVP Teresa Ribera highlighted the importance of maintaining a fair market to maximize the benefits of AI advancements.
Global Context and Future Outlook
Simultaneously, the U.S. is tightening scrutiny on Google, as evidenced by a 2024 court ruling that found the company guilty of maintaining a search monopoly. The U.S. Department of Justice has mandated data sharing, paralleling the EU’s efforts. Google’s appeal against the ruling suggests ongoing resistance to regulatory pressures.
As regulatory demands intensify, Google faces significant operational challenges over compliance costs and potential impacts on innovation. The next six months will prove crucial, as preliminary findings from the EU are expected within this timeframe. The outcomes could reshape competitive dynamics in AI and digital marketing, pushing Google to adapt its strategies rapidly.
