The EU vs. Google is very much an Alien vs. Predator scenario. But, not being a European, I currently find Google a lot scarier than the European Union. And the EU seems to be the only force pushing back against Google's troubling monopolistic power over the internet. This latest proposal also shows why Google's unquestionable dominance is so troubling.
According to a report from Reuters, the European Commission has proposed new rules that will require search engines, commerce sites and online platforms to explain how they rank results and to reveal why companies are penalized or removed from listings or results.
The stated intention is to bring more transparency to these companies’ operations and help smaller competitors better understand what they’re required to do to appear and rank. It’s designed to redress the “superior bargaining power” of the large internet brands, according to language quoted by Reuters.
While the proposal apparently “will not force companies to disclose their algorithms,” it will require descriptions and explanations of “how and to what extent the relevant ranking mechanism takes account of the quality of the products and services offered.”
Google will be more unhappy.
Most people still think that Google operates by its old PageRank setup. But it's not necessarily about popularity and Google can rig the game however it wants. This has really become a problem lately.
If successful this will pull back the curtain on how the "front page of the internet" really works. It may not make a difference to most people, but it determines what you and most people see in searches. And that is a major factor in whether sites and businesses live or die.
It's also a major issue in political campaigns.
Google and Facebook have the power to drive negative or positive political coverage. And while Google, in the past, had been relatively neutral, its increasing politicization has begun to shape its search engine results.
It's time to take a closer look.