The European Commission has revealed that it’s extremely likely to demand more concessions from Google, as part of its investigation into allegations that the search engine giant unfairly promotes its products and services in its search results.

Last month (April) Google put forward a series of proposals to the European Commission – which could potentially, if implemented, impact the search engine marketing climate.

They included a pledge to display links to three rival services in visible positions alongside its own services, and the adoption of a labeling system for links to its specialist services, like Google Maps – to enable users to differentiate between the results more easily.

It was revealed at the time that the European Commission would test the concessions for a month, inviting the complainants who raised the allegations of anti-competitive behaviour, to provide their feedback by May 26.

This deadline, however, has been extended to June 27.

Competition commissioner, Joaquin Almunia, speaking to the European Parliament, stated: “We will analyse the responses we have received, we will ask Google probably, I cannot anticipate this formally, almost 100 percent we will ask Google: you should improve your proposals.”

The list of complainants includes Microsoft, Foundem, and Oracle, amongst others.

Should the dispute go to court, Google could face having to pay fines of up to 10 per cent of its $31 billion annual turnover.

News brought to you by ClickThrough – experts in Search Engine Marketing & Internet Marketing.

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About the author:

Jack Adams is a copywriter at ClickThrough Marketing, and is a qualified journalist. Jack also has a degree in Journalism, with a specialist focus on citizen journalism, which includes blogs, web content and social media.