Google has called for a “reset” of the European Union’s Digital Markets Act (DMA) on 25 September 2025, submitting a response to a consultation by the European Commission (EC) a day earlier. In a blog post titled The Digital Markets Act: Time for a Reset, Google’s Senior Director of Competition, Oliver Bethell, stated that the DMA is creating “significant and unintended harm to European users and many of the small businesses it was meant to protect.”
Google stated that compliance has degraded service quality, delayed the launch of new features, and introduced economic distortions. In particular, it argued that requirements have forced Google Search to remove direct links to airlines and hotels, prioritising intermediary sites that charge for inclusion, raising costs for both consumers and businesses.
The company also emphasised that inconsistencies in enforcement are creating uncertainty and urged regulators to focus on clearer, fact-based, and user-centric rules.
The DMA is a European Union law designed to regulate the conduct of large online platforms designated as “gatekeepers.” It was adopted by the European Parliament in early 2022 and entered into force on November 1, 2022. Most obligations became binding on May 2, 2023. The DMA requires gatekeepers to stop self-preferencing their services, combining personal data across platforms without user consent, and preventing businesses from offering better deals elsewhere. It also obliges them to ensure interoperability with third-party services and grant businesses access to the data they generate.
Alphabet’s Response To DMA Consultation
Google claimed that it has maintained compliance with the DMA in its submission to the EC’s consultation but highlighted several challenges.
First, the company stressed that almost two years after the obligations came into force, there is still considerable uncertainty and unpredictability around what the Commission deems compliant. It noted that regulatory demands continue to evolve, often based on unverified feedback and varying interpretations of the law. As an example, it cited Article 6(5) of the DMA, where Google has made over 40 submissions and hosted more than 300 meetings with stakeholders. Yet, significant disagreements remain over the design of its search results.
Second, Google argued that several obligations are being assessed without a full appreciation of their practical consequences. It reported that DMA compliance has degraded its services, leading to longer searches for users and traffic losses of up to 30% for European hotels, restaurants, and travel services. It also pointed to an economic study estimating that the DMA could cost European businesses up to €114 billion in revenue across sectors.
Third, the company expressed concern that enforcement is focusing on outcomes rather than the fairness and contestability of its services. It explained that compliance with Article 5(2) of the DMA…
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