The EU Has Told Google What It Must Do to Share Search Data with Rivals

Why It Matters

By forcing Google to open its vast search‑behavior data, the EU aims to level the playing field for traditional search rivals and emerging conversational AI, fostering competition and innovation. The measures also set a precedent for how gatekeepers must price and govern data access under the DMA.

Key Takeaways

• EU mandates Google share search data with rivals, including AI chatbots
• Six detailed obligations cover eligibility, scope, frequency, anonymisation, pricing, governance
• Fair, reasonable, non‑discriminatory pricing aims to prevent data‑access price gouging
• Potential fines up to 10% of Alphabet revenue, >$35 billion
• Final measures due by July 2026, shaping future search competition

Pulse Analysis

The Digital Markets Act (DMA) has become the EU’s primary tool for curbing the dominance of large online platforms. By issuing specification proceedings rather than an immediate breach finding, the European Commission is mapping out exactly how Google must comply with Article 6(11), which obliges gatekeepers to provide data on fair, reasonable and non‑discriminatory (FRAND) terms. The six‑point framework targets not only traditional search rivals such as Bing and DuckDuckGo, but also the fast‑growing class of AI chatbots that embed search capabilities, signaling a broader interpretation of the competitive landscape.

Including AI chatbots as "data beneficiaries" could reshape the economics of conversational AI. Access to Google’s historic query‑click logs would enable these systems to refine relevance algorithms, reducing the data advantage that has long insulated Google from serious competition. The Commission’s focus on pricing parameters and governance processes is designed to prevent Google from imposing prohibitive fees or opaque access conditions. By mandating anonymisation safeguards, regulators also aim to balance privacy concerns with the need for high‑quality data, a delicate trade‑off that will influence future data‑sharing standards across the tech sector.

The stakes are high: non‑compliance could trigger fines up to 10% of Alphabet’s annual turnover, a sum that could surpass $35 billion given the company’s 2025 revenue. With a July 2026 deadline to finalize the measures, Google has a narrow window to shape its response and potentially negotiate more favorable terms. The outcome will not only affect search competition but also set a benchmark for how the DMA will be enforced against other gatekeepers, from Android to digital advertising platforms, reinforcing Europe’s push for a more open digital market.