In her announcement of the Google decision, European Union antitrust chief Margrethe Vestager stressed that dominant companies have special "responsibilities" not to hinder competition-in their own market or any other.
Google has been hit with a record fine of $2.7 billion after the European Commission found it violated antitrust regulations by manipulating search results.
As it "respectfully" disagrees with the EU's conclusions, Google will be considering an appeal and will continue to make its case.
The EU penalty, which came after more than seven years of investigations, threatens far-reaching ramifications not just for Google, but for the design of products and services from other increasingly dominant tech giants, the Journal noted. "That's a good thing", Vestager told reporters, as she announced the fine, the largest ever made in an antitrust case.
In addition to the fine, Google is required to give rival comparison shopping services equal treatment, and the company must explain how it will accomplish that.
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She said that Google abused its market dominance as a search engine.
Though Google has faced charges involving distorting internet results by the European Union competition authority in April 2015, it has not before faced fines for an abuse of this nature and marks a landmark for the way technology companies are regulated. It denied other companies the chance to compete on merit and to innovate. Google's own comparison shopping service is not subject to Google's generic search algorithms, including such demotions.
The company will review the decision and consider an appeal. Of graver concern is the way regulators called on Google to change the way it handles online shopping searches, one of its biggest sources of sales growth and strongest weapons against rivals Facebook Inc. and Amazon.com Inc. Complainants also say the precedent should extend to technologies from other companies. By this measure, Google's fine could have been as much as $9 billion based on parent company Alphabet's 2016 turnover.
Google argued its data showed people preferred links taking them directly to products they want and not to websites where they have to repeat their search.
This action comes after 7 years of long investigation after scores of complaints were given to the EU Commission by Google's rivals such as Yelp, Foundem, NewsCorp, FairSearch and TripAdvisor.
When internet users search for a product online, Google often shows them a bunch of ads that seem to relate to the search.