Try harder, Google: EU says search giant must offer more in antitrust probe

Google(s goog) proposed a series of concessions in April to end a long-running European Commission inquiry into its business practices, but now it appears those concessions will not be enough.

The concessions included guarantees that Google would display rivals’ offerings in specialized search results, and that it would not punish those who “opt out” of its services by dropping them in the search ranking. Rivals, however, complained such measures did not go far enough, leading the EC to continue its inquiry.

“I concluded that the proposals that Google sent to us are not enough to overcome our concerns,” EC Competition Commissioner Joaquin Almunia told a news conference on Wednesday, according to Reuters.

Almunia did not provide Google with a deadline to reply, though he has earlier said he hopes to wrap up the inquiry by the end of the year. The search giant offered a generic statement, saying its proposals addressed the EU’s four main areas of concern.

Google’s proposed concessions also included promises to loosen exclusivity restriction around customer ad campaigns. The company, which controls 80 to 90% of the European search market, fared better in a similar US antitrust investigation because of America’s free speech laws.