Google and Search Data in Europe: What Brussels Wants and the Risks to Your Privacy
The European Commission has put forward a proposal that could change how Google handles search data in Europe. Under case DMA.100209, Brussels wants Alphabet to share certain anonymized search data to promote competition, but what does that really mean for you and your privacy? In this article, I explain what the EU is asking for, what data is at stake, and what the real risks are for the average user.
What Brussels Has Really Asked Google
The European Commission launched a public consultation from April 16 to May 1, 2026, demanding that Google share search data under Article 6(11) of the Digital Markets Act (DMA). The idea is for Alphabet to provide rival search engines and AI chatbots access to anonymized data related to queries, clicks, views, and other interactions with search results.
The stated goal is to improve competition in the search engine market, which is currently dominated by Google in Europe. The final decision is expected before July 27, 2026, but there is already much debate about whether this measure is fair or poses a risk to user privacy.
Want to know how this will affect your searches and what you can do to protect yourself? Keep reading.
What Search Data Could Be Shared
The data that Brussels wants Google to share is not trivial. We're talking about search queries, the clicks you make on results, the position of those results (rankings), and other interactions with the results page. In theory, all of this should be anonymized so that individual users cannot be identified.
But here lies the first problem: searches reflect very personal aspects — from sensitive medical issues to financial matters or searches related to family or work situations. Even if names or direct identifiers are removed, the combination of data may be enough to reconstruct profiles.
For example, if you search for “treatment for chronic insomnia” followed by “best psychologists in Madrid” and then “how to request sick leave,” that sequence is already quite revealing. Can anonymization really prevent someone with a bit of technical knowledge from linking that data to you?
Why the European Union Says This Improves Competition
According to Brussels, the search engine market is too concentrated on Google, which limits innovation and options for users. Sharing search data would allow rival search engines and AI-based chatbots to compete on equal footing, offering more accurate and personalized results.
The Commission points out that without access to this data, competitors are at a clear disadvantage against Google, which has a monopoly on information about how users search and what they click on. Thus, providing that data under FRAND (fair, reasonable, and non-discriminatory) conditions could open the market and benefit the end consumer.
Do you think more competition always means better privacy? It's not that simple.
The Uncomfortable Problem: Anonymizing Doesn't Always Mean Protecting
The Commission demands that the shared data be “anonymized,” but the reality is that anonymization is a complex and often insufficient concept. In practice, removing names or IP addresses does not guarantee that a person cannot be identified using re-identification techniques by cross-referencing different data sources.
In the case of searches, where the information can be very specific and unique, the risk increases. Moreover, it is unclear what exact criteria will be used to ensure that anonymization is effective and what controls will be implemented to prevent abuse.
This is not a minor issue: putting anonymized data in the hands of third parties, even rivals of Google, opens the door for that information to be used to create profiles, target advertising, or even manipulate behaviors, something that most users do not expect when simply searching for information.
What Rival Search Engines and AI Chatbots Could Gain
Alternative search engines and chatbots with search functions could benefit significantly from this data. They would have access to real search patterns, allowing them to improve their algorithms, personalize results, and compete with Google in quality and speed.
This could translate into better experiences for users, greater diversity in the market, and potentially new ways to interact with information online. However, it also means that more actors will have access to sensitive data, and that is not always synonymous with greater security or respect for privacy.
What Risks It Poses for the Average User
For you, as a user, the biggest risk is not that Google sees your searches — it already does — but that those searches become available to third parties, even if they are “anonymized.” The problem is that your searches contain intimate details and can reveal a lot about your health, finances, or personal life.
If that data is not managed with extreme care, it could end up in the wrong hands or be used for invasive advertising, discrimination, or manipulation. Furthermore, the idea that “anonymizing is enough” can create a false sense of security.
We are not talking about an apocalyptic scenario or conspiracies, but about understanding that your searches are a valuable and delicate raw material that deserves real protection. If you want to bring this down to something more practical, start by checking if your personal data has been leaked.
Google Is Not Silent: Its Privacy Argument
Google has expressed its opposition to the proposal, warning that sharing search data, even anonymized, could jeopardize user privacy. The company argues that anonymization is not foolproof and that access to this data could facilitate indirect identification or exposure of sensitive information.
Additionally, Google argues that the measure could open the door to abuses and that there are other ways to promote competition without compromising privacy. This standoff between Brussels and Google makes it clear that neither the Commission nor the company is willing to back down easily, and that the balance between competition and privacy is more complicated than it seems.
What Will Happen Now and When There Will Be a Final Decision
After closing the consultation on May 1, 2026, the European Commission is analyzing the responses received to make a definitive decision before July 27, 2026. That decision will determine whether Google will have to share that data and under what exact conditions.
It is important to remember that we are facing a preliminary proposal and that there is still room for adjustments to privacy guarantees or conditions for data access. Therefore, there is no need to panic, but it is essential to stay alert to how this process evolves, which could mark a turning point in the European digital market.
Common Mistakes When Interpreting This News
One of the most common mistakes is thinking that Brussels is going to “sell” or “expose” your search history to anyone. That's not the case: the proposal talks about anonymized data with strict conditions to prevent abuse.
Another mistake is believing that the measure is already in effect. We are in the consultation phase, and the final decision is still pending. Nor should we confuse the intention to promote competition with an excuse to sideline privacy.
Finally, it is not true that Google will lose all control over its data. The regulation only requires sharing under specific conditions, and Google continues to defend its position to protect privacy.
Quick Tips to Protect Your Searches
While the future of this proposal is being decided, here are some recommendations to minimize risks:
- Use incognito modes or private browsing to prevent searches from being saved to your account.
- Consider alternative search engines that do not collect personal data, such as DuckDuckGo or Startpage.
- Review and adjust the privacy settings and permissions in your Google account.
- Avoid making very personal or sensitive searches when you are unsure about the privacy of the environment.
- Stay informed and up to date on this proposal and other digital privacy regulations.
Toni Berraquero has trained since the age of 12 and has experience in retail, private security, ecommerce, digital marketing, marketplaces, automation and business tools.
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Published: 11/05/2026. Content reviewed using experience, authority and trustworthiness criteria (E-E-A-T).
FAQ
What does it mean for data to be “anonymized”?
Anonymization involves removing or modifying data so that a specific person cannot be identified. However, in practice, with advanced techniques and cross-referencing sources, it is possible to re-identify users, especially with complex data like search data.
Can I prevent Google from using my search data for these purposes?
Not completely, but you can limit the information Google stores in your account by using incognito modes, adjusting privacy settings, using alternative search engines that do not collect data, and understanding what a VPN really does.
What benefits would this measure have for users?
In theory, more competition could lead to better search engines, more varied results, and improvements in AI-based technologies. But those benefits must be balanced with privacy protection.
When will this regulation come into effect?
The final decision is expected before July 27, 2026, but implementation may take longer depending on the conditions established and possible legal challenges.
Could Google violate this rule?
If the measure is approved, Google will be required to comply under the supervision of the European Commission, but the company has already shown resistance and could appeal or negotiate details to limit the impact.