Commission finds Google in breach of DMA rules: focus shifts to implementation
The European Commission has today concluded that Alphabet failed to comply with its obligations under Article 6(5) of the Digital Markets Act (DMA) by engaging in unlawful self-preferencing practices in Google Search. Alphabet is now required to implement effective compliance measures within the timeframe set by the Commission.
HOTREC, together with other associations representing direct suppliers, considers the decision as an important milestone for the effective enforcement of the DMA. The focus must now shift to ensuring that Google's compliance measures deliver the fair, contestable and competitive digital environment envisaged by the Regulation.
At the same time, HOTREC remains concerned that some of the compliance solutions currently under discussion could create new distortions by favouring online intermediaries over the direct offers of hospitality businesses. Such outcomes would run counter to the objectives of the DMA by reducing consumer choice, limiting the visibility of direct suppliers and reinforcing businesses' dependence on intermediary platforms.
Marie Audren, Director General of HOTREC, commented:
"The Commission’s decision should finally bring closure to an issue that has remained unresolved for far too long. What matters now is that Google’s compliance solution delivers genuine fairness in search without undermining the direct visibility of hospitality businesses. DMA compliance must not simply replace one distortion with another by creating new advantages for other online intermediaries at the expense of direct suppliers. As AI-powered solutions rapidly reshape how consumers discover and choose hotels, restaurants and cafés, it is essential that fair competition, consumer choice and direct access to customers remain at the heart of the evolving digital marketplace."
For Europe's hospitality sector, fair visibility in online search is increasingly critical. Hotels, restaurants and cafés invest heavily in their own websites, booking channels and customer relationships. The DMA should ensure that these businesses can compete on their merits and reach consumers without being placed at an unfair disadvantage.
HOTREC therefore supports compliance solutions that are practical, effective and fully aligned with both the letter and the spirit of the DMA. In line with the Statement, implementation should:
- Preserve price transparency and ensure consumers receive accurate, reliable information
- Guarantee fair and non-discriminatory visibility for all market participants, including direct suppliers
- Promote an open and competitive digital ecosystem that encourages innovation, investment and consumer choice across Europe.
Against this background, HOTREC remains committed to working constructively with the European Commission, Alphabet and other stakeholders to ensure that the DMA fulfils its objectives of fairness, contestability and consumer choice in Europe's digital economy.