The European Commission has taken a decisive step in shaping how data flows within the digital economy, unveiling preliminary measures that could fundamentally alter the competitive dynamics of online search. At the heart of the proposal lies a simple but far-reaching idea: Google should be required to share key search data with rivals under fair, reasonable and non-discriminatory terms.
This intervention sits squarely within the framework of the Digital Markets Act, the European Union’s flagship effort to curb the power of so-called “gatekeepers.” Few companies embody that role more clearly than Google, whose search engine continues to act as a primary gateway between users and the internet.
The Commission’s preliminary findings outline a system in which third-party search providers—including emerging AI-driven services—could gain access to valuable datasets such as search rankings, user queries, clicks, and views. These inputs are not merely technical details; they are the raw materials of modern search innovation. Without them, competitors struggle to improve relevance, refine algorithms, or even reach viable scale.
As Teresa Ribera put it, “Data is a key input for online search and for developing new services, including AI. Access to this data should not be restricted in ways that could harm competition.” Her remarks reflect a growing recognition in Brussels that control over data—rather than just market share—has become the central lever of digital dominance.
The proposed measures go beyond a simple obligation to share. They attempt to define the architecture of access itself: who qualifies as a data beneficiary, what categories of data must be disclosed, how frequently it should be shared, and under what technical conditions. They also address sensitive issues such as anonymisation of personal data and the pricing framework for access, aiming to strike a balance between openness and privacy.
This level of detail underscores the Commission’s evolving approach to enforcement. Rather than relying solely on ex post sanctions, it is increasingly engaging in ex ante “specification proceedings,” effectively designing compliance in advance. The current case forms part of such proceedings launched in early 2026, signalling a more interventionist and forward-looking regulatory style.
For competitors, especially smaller search engines and AI-driven entrants, the implications could be transformative. Access to high-quality search data has long been a barrier to entry. If implemented effectively, the measures could enable these players to optimise their services and challenge Google’s entrenched position. As Henna Virkkunen noted, “Search engines must be able to innovate and keep pace with evolving user needs… With this public consultation, we want to hear from the market on the most effective ways for Google to share search data… to continue our push for innovation and fair competitiveness.”
Yet the initiative also raises complex questions. How granular should the shared data be without compromising user privacy? What constitutes a “fair” price for access to datasets that are both commercially valuable and competitively sensitive? And perhaps most importantly, can mandated data sharing genuinely level the playing field in a market where scale, brand recognition, and ecosystem integration still provide formidable advantages?
The Commission has opened the door for stakeholders to weigh in, with a public consultation running until early May. The feedback will inform a final decision, expected by July 2026, which will be binding on Google. Importantly, these proceedings do not preclude further enforcement action should the company be found in breach of its DMA obligations.
