The New Rules of the Game: What Google Can and Can’t Do After Antitrust Ruling

Following a landmark antitrust verdict, the rules of engagement for Google in the digital marketplace have been rewritten. While the company avoided a breakup, it is now bound by a new set of prohibitions and obligations designed to foster a more competitive environment for online search.
First, Google is now prohibited from enforcing exclusive contracts for the distribution of its search engine. This means partners can no longer be contractually obligated to feature Google search exclusively, opening the door for them to promote or integrate other search services alongside Google’s.
Second, Google must now share some of its valuable search data with competitors. This remedy is aimed at helping rivals, from traditional search engines to new AI platforms, improve their own offerings. The exact scope and privacy safeguards for this data sharing are yet to be finalized but represent a significant shift.
However, the ruling also clarified what Google can still do. Crucially, it can continue to pay partners like Apple for default placement. The judge deemed an outright ban on these payments too disruptive. This means the multi-billion dollar deals that cement Google’s position as the default choice for millions will continue, albeit under closer scrutiny.