Internet search giant Google is bracing itself for a slew of legal actions following multiple accusations from the European Union over its trade practices.
“In our experience Google Shopping always comes up first when you search at your desk," said Margrethe Vestager, the EU's competition watchdog when asked about Google's shopping comparison which the EU believes is unfairly skewed in Google's favour.
“This is about consumers getting the best possible results for their queries so they have choice and about businesses being able to present their innovative products to consumers,” she added.
A separate investigation is currently going on against Google's Android software on allegations that manufacturers of Android-based smartphones are being pressurized to pre-load Google's apps on their products. Further allegations of duplicating content from websites and restricting advertisers from using other services have also attracted investigations.
If Google fails to respond in the next ten weeks, EU could initiate legal action or impose appropriate fines on the company.
Previous attempts by Google to settle the probes by EU have come to a naught, and any fresh attempts might not lead to any favourable result as Vestager has given the case a 'high priority' since assuming office.
Google contends that its shopping results have so far not harmed the competition. However, it remains to be seen if Google's worded response to EU's allegations would cut any ice with the investigators in the coming weeks.