EU regulators may demand more concessions from Google over search results dispute

Google Inc would be likely pressed for more concessions by EU regulators to put an end to a three-year investigation into complaints it squeezed out web rivals, according to the EU antitrust chief.

According to EU competition commissioner Joaquin Almunia, the response from the world's most popular search engine was inadequate, and Google was likely to be asked to improve its proposals.

Last month Google offered to label its own products in internet search results to facilitate advertisers moving to rival platforms.

The offer came following a dozen firms including Microsoft accusing Google of squeezing them out, which led to the EU competition watchdog opening an investigation.

According to rivals, including British price comparison price site Foundem and German online mapping company Hotmaps, Google's proposals would force them to compete among themselves, raising their costs and merchants' dependence on the search engine.

Lobbying group and complainant ICOMP, which counts Microsoft along with four other rivals among its members, doubted whether fresh concessions by Google could address anti-competitive concerns.