In the wake of the United States court ruling against Google for anticompetitive behavior in its Search Engine services in August 2024, the Department of Justice (DoJ) as the plaintiff has presented four remedy proposals to mitigate the misconduct.
One of the key issues highlighted is Google’s control over search distribution and revenue sharing, limiting competition from entering easily through Chrome, Android, and Google Play. The DoJ recommended structural remedies to separate these businesses from Google.
Additionally, the proposal suggests Google disclose data, indices, algorithms, and search results to external entities for transparency. Moreover, Google must allow websites to opt-out of data usage for AI-generated search answers.
Furthermore, the DoJ proposed separating advertising from search results to enhance fairness and transparency for other organizations in the advertising sector.
The pivotal proposition causing waves is the suggestion to spin off Chrome, Play, and Android as separate entities to prevent interference with the Search business. Google is expected to strongly oppose these remedies, as dismantling these software platforms could have widespread repercussions on the industry.
Dividing Chrome or Android could disrupt these software entities and have far-reaching consequences since only a few companies have the resources and capabilities to develop these platforms as open-source like Google has done. It would also increase the market dominance of iPhone/App Store.
Sharing search data with competitors poses privacy risks as users’ search patterns can be tracked, consequently compromising their privacy. Limiting AI features in summarizing search content could hinder the development of AI innovation in the crucial period of AI evolution.
Separating online advertising from Search may decrease the value of advertisements, as they may not align with the interests of searchers, thus adversely impacting the advertising industry.
Google has announced its intention to challenge the DoJ’s proposals in court, and the case is expected to continue for several years before reaching a verdict.
TLDR: The Department of Justice has proposed remedies against Google’s anticompetitive behavior in search, including separating key businesses, disclosing data, and removing ads from search results. Google is likely to contest these proposals, leading to a protracted legal battle.
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