In a development that would definitely come as a shock for Alphabet Inc and the company's shareholders, the antitrust regulators of the european union are now preparing to hit Google's shopping service with a possible $9 billion fine. The fine comes at the end of an investigation that lasted seven year, following complaints from entities both in Europe as well as in the United States.

A devious ploy to boos sales

Google is supposed to be a search engine that should be neutral about the Search Results that they show but the recent development would certainly come as a big blow to the credibility of the company as a whole.

According to the investigation, the search engine giant is being accused of having rigged search engine results in such a way, so as to favour its own shopping service. Considering the size, reach and importance of Google as a search engine, such a measure hurt the businesses of several companies.

Additionally, it took consumers for a ride as well and hence it is not a surprise that the regulatory authorities in the European Union have decided to come down hard on the search engine giant with a fine that could be as much as $9 billion. The antitrust regulations in the European Union are quite stringent and the maximum fine can be as much as one tenth of the annual turnover of the concerned organisation.

So, in case of Google, it is being pegged at $9 billion.

Google denies any wrongdoing

In spite of the fact that the commission has gone through every aspect of the case and then come to its conclusion regarding Google's malpractice, the company denies any wrongdoing.

The company has rejected the charges in its entirety and in fact retorted by saying that the commission has ignored the competition that the company faces from retail giants like E-bay and Amazon.

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Be that as it may, if the company is to ply its trade in the European Union, then it would have to desist from continuing the practice and would have to abide by the rules set down by the antitrust regulatory commission. This is a case that has dogged Google for some time and the company has been unable to settle the case with former European Competition Commissioner thrice.

The current commissioner Margrethe Vestager has also not given any indication that the commission would be ready to settle with the company for the rigging of search engine results. This is something that the company should try to settle as soon as they can in order to continue smooth working of their European operations.