Exclusive: Google ‘trying to circumvent EU ruling’ with price comparison sites run by ad agencies

A Sky News investigation has found that Google has been using price comparison sites run by ad agencies after a fine of £2.14 billion which ordered the company to give competitors “equal treatment”.

Google-certified operators told Sky News their sites were not designed to be used for shopping, with one calling it “an advertising system that looks like a price comparison”.

More than 60 websites have joined Google’s comparison shopping service scheme in the United Kingdom.

A Google spokesperson said: “Google Shopping complies with the European Commission’s order, we give all comparison shopping services the same opportunity to show ads from merchants on Google’s search results page as we give to Google shopping.”

The European Commission said no decision had been taken if Google has complied and that it remains an “open question.”

If Google was found to have failed to comply with the commission’s decision, the parent company Alphabet would be liable for non-compliance payments of up to 5% of its average daily worldwide turnover.

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