Ironic, too, the the UK is planning to leave the only organisation in the world that appears to be capable of taking on the tech giants.
There’s lots of media speculation that the European Commission will today fine Google $1.2B for abusing its monopoly of search in Europe. But, in a way, the fine is the easy bit. The harder question, says the New York Times, is how to ensure that the company complies with the ruling.
“The issue they’re facing is, how does the European Commission solve the underlying problem” of Google’s suspected antitrust abuse, said Christian Bergqvist, an associate professor of competition law at the University of Copenhagen, Denmark. “It will be very difficult to structure any remedy.”
As part of her decision, which is likely on Tuesday but may be delayed, Margrethe Vestager, Europe’s competition chief, is expected to call for Google to change how it ranks some of its search products to give its rivals — a collection of mostly small European and American tech companies — greater prominence when people search online.
How Google responds to these demands will be left to the company, which must provide the region’s authorities with potential technical solutions to counter its perceived antitrust abuse. Officials can ask for more changes if they are not satisfied with Google’s initial proposals.
The nub of it is that implementing the ruling would require greater oversight of Google’s products — possibly with independent monitoring of its search algorithms in Europe to guarantee that it continues to comply with the antitrust ruling. Since those algorithms are the company’s crown jewels, I can’t see it surrendering without a fight.
This one will run and run, in other words.