{"id":39013,"date":"2026-09-10T09:58:49","date_gmt":"2026-09-10T09:58:49","guid":{"rendered":"https:\/\/itbusinesstoday.com\/?p=39013"},"modified":"2026-09-10T09:58:49","modified_gmt":"2026-09-10T09:58:49","slug":"googles-europe-search-changes-could-shape-japans-digital-market","status":"publish","type":"post","link":"https:\/\/itbusinesstoday.com\/ja\/tech\/business-tech\/googles-europe-search-changes-could-shape-japans-digital-market\/","title":{"rendered":"Google\u306e\u6b27\u5dde\u306b\u304a\u3051\u308b\u691c\u7d22\u30b5\u30fc\u30d3\u30b9\u306e\u5909\u66f4\u304c\u3001\u65e5\u672c\u306e\u30c7\u30b8\u30bf\u30eb\u5e02\u5834\u306b\u5f71\u97ff\u3092\u4e0e\u3048\u308b\u53ef\u80fd\u6027\u304c\u3042\u308b"},"content":{"rendered":"

Google’s latest changes to its search results in Europe highlight a growing tension between dominant technology platforms, competition regulation and the businesses that depend on online search. The changes, introduced to comply with European Union antitrust requirements, could also offer an early indication of how stricter digital-market rules may affect search-driven businesses in Japan.<\/p>

Google has said the redesigned European search experience could reduce service quality and increase costs for businesses. The changes follow years of conflict between Google and EU competition regulators, with the company accumulating €10.38 billion in European Union antitrust penalties over nearly two decades.<\/p>

Google\u304c\u6b27\u5dde\u3067\u691c\u7d22\u30b5\u30fc\u30d3\u30b9\u3092\u5909\u66f4\u3059\u308b\u7406\u7531<\/h3>

The latest changes are linked to the EU’s Digital Markets Act (DMA), which seeks to limit the ability of large digital platforms to favor their own services and restrict competitors.<\/p>

\u65c5\u884c\u95a2\u9023\u306e\u691c\u7d22\u3092\u542b\u3080\u7279\u5b9a\u306e\u5546\u696d\u691c\u7d22\u306b\u304a\u3044\u3066\u3001Google\u306fExpedia\u3084Booking.com\u3068\u3044\u3063\u305f\u5782\u76f4\u691c\u7d22\u30b5\u30fc\u30d3\u30b9\u3084\u6bd4\u8f03\u30d7\u30e9\u30c3\u30c8\u30d5\u30a9\u30fc\u30e0\u3092\u3088\u308a\u76ee\u7acb\u3064\u4f4d\u7f6e\u306b\u8868\u793a\u3057\u3066\u3044\u308b\u3002\u500b\u3005\u306e\u4e8b\u696d\u8005\u3078\u306e\u76f4\u63a5\u30ea\u30f3\u30af\u306f\u76ee\u7acb\u305f\u306a\u3044\u4f4d\u7f6e\u306b\u8868\u793a\u3055\u308c\u308b\u53ef\u80fd\u6027\u304c\u3042\u308a\u3001\u4e00\u65b9\u3001\u30ea\u30a2\u30eb\u30bf\u30a4\u30e0\u306e\u4fa1\u683c\u60c5\u5831\u306a\u3069\u306e\u4e00\u90e8\u306e\u6a5f\u80fd\u306f\u3001\u5f93\u6765\u306e\u691c\u7d22\u7d50\u679c\u8868\u793a\u304b\u3089\u524a\u9664\u3055\u308c\u3066\u3044\u308b\u3002.<\/p>

Google argues that these changes could make search less useful and increase customer-acquisition costs for businesses. The company has described the changes as the largest reduction in service quality in its 29-year history. That characterization comes from Google, however, and should be viewed as the company’s assessment rather than an independently established measurement.<\/p>

The EU’s broader objective is to create more opportunities for competing services. Under the DMA, Google is also required to make certain anonymized search data available to eligible third-party search providers under fair, reasonable and non-discriminatory terms.<\/p>

\u691c\u7d22\u306b\u4f9d\u5b58\u3059\u308b\u4f01\u696d\u306b\u3068\u3063\u3066\u3001\u3053\u308c\u306f\u4f55\u3092\u610f\u5473\u3059\u308b\u306e\u304b<\/h3>

\u6b27\u5dde\u3067\u306e\u3053\u3046\u3057\u305f\u5909\u5316\u306f\u3001\u691c\u7d22\u7d50\u679c\u306e\u30c7\u30b6\u30a4\u30f3\u5909\u66f4\u304c\u3001\u30c6\u30af\u30ce\u30ed\u30b8\u30fc\u5206\u91ce\u3092\u306f\u308b\u304b\u306b\u8d85\u3048\u305f\u5f71\u97ff\u3092\u53ca\u307c\u3057\u5f97\u308b\u3053\u3068\u3092\u793a\u3057\u3066\u3044\u308b\u3002.<\/p>

\u30db\u30c6\u30eb\u3001\u822a\u7a7a\u4f1a\u793e\u3001\u30ec\u30b9\u30c8\u30e9\u30f3\u3001\u5c0f\u58f2\u696d\u8005\u306a\u3069\u306e\u4f01\u696d\u306f\u3001\u76f4\u63a5\u7684\u306a\u30c8\u30e9\u30d5\u30a3\u30c3\u30af\u3084\u4e88\u7d04\u3092\u7372\u5f97\u3059\u308b\u305f\u3081\u306b\u3001\u691c\u7d22\u30a8\u30f3\u30b8\u30f3\u3078\u306e\u4f9d\u5b58\u5ea6\u3092\u9ad8\u3081\u3066\u3044\u308b\u3002\u6bd4\u8f03\u30b5\u30a4\u30c8\u304c\u3088\u308a\u76ee\u7acb\u3064\u3088\u3046\u306b\u306a\u308c\u3070\u3001\u4f01\u696d\u306f\u9867\u5ba2\u306b\u30ea\u30fc\u30c1\u3059\u308b\u305f\u3081\u306b\u3001\u305d\u3046\u3057\u305f\u4ef2\u4ecb\u696d\u8005\u3078\u306e\u4f9d\u5b58\u5ea6\u3092\u3055\u3089\u306b\u9ad8\u3081\u3056\u308b\u3092\u5f97\u306a\u304f\u306a\u308b\u304b\u3082\u3057\u308c\u306a\u3044\u3002.<\/p>

\u3053\u308c\u306b\u3088\u308a\u3001\u30c7\u30b8\u30bf\u30eb\u30de\u30fc\u30b1\u30c6\u30a3\u30f3\u30b0\u6226\u7565\u304c\u5909\u308f\u308b\u53ef\u80fd\u6027\u304c\u3042\u308b\u3002\u4f01\u696d\u306f\u3001\u691c\u7d22\u30a8\u30f3\u30b8\u30f3\u6700\u9069\u5316\u3001\u6709\u6599\u5e83\u544a\u3001\u30b5\u30fc\u30c9\u30d1\u30fc\u30c6\u30a3\u306e\u30de\u30fc\u30b1\u30c3\u30c8\u30d7\u30ec\u30a4\u30b9\u3001\u304a\u3088\u3073\u9867\u5ba2\u3068\u306e\u76f4\u63a5\u7684\u306a\u95a2\u4fc2\u69cb\u7bc9\u306b\u3001\u3069\u308c\u3060\u3051\u306e\u6295\u8cc7\u3092\u884c\u3046\u3079\u304d\u304b\u3092\u898b\u76f4\u3055\u306a\u3051\u308c\u3070\u306a\u3089\u306a\u3044\u304b\u3082\u3057\u308c\u306a\u3044\u3002.<\/p>

\u4e2d\u5c0f\u4f01\u696d\u306b\u3068\u3063\u3066\u306f\u3001\u3053\u306e\u554f\u984c\u306f\u7279\u306b\u91cd\u5927\u306a\u3082\u306e\u3068\u306a\u308a\u5f97\u308b\u3002\u691c\u7d22\u3067\u306e\u9732\u51fa\u72b6\u6cc1\u306e\u5909\u5316\u306f\u3001\u4f01\u696d\u81ea\u4f53\u304c\u88fd\u54c1\u3084\u30de\u30fc\u30b1\u30c6\u30a3\u30f3\u30b0\u6226\u7565\u3092\u5909\u66f4\u3057\u306a\u304f\u3066\u3082\u3001\u30a6\u30a7\u30d6\u30b5\u30a4\u30c8\u306e\u30c8\u30e9\u30d5\u30a3\u30c3\u30af\u306b\u5f71\u97ff\u3092\u53ca\u307c\u3059\u53ef\u80fd\u6027\u304c\u3042\u308b\u3002.<\/p>

Lessons for Japan’s Technology Industry<\/h3>

\u65e5\u672c\u306e\u653f\u7b56\u62c5\u5f53\u8005\u304c\u30c7\u30b8\u30bf\u30eb\u5e02\u5834\u306b\u304a\u3051\u308b\u7af6\u4e89\u3068\u898f\u5236\u306b\u3064\u3044\u3066\u691c\u8a0e\u3092\u7d9a\u3051\u3066\u3044\u308b\u4e2d\u3001\u6b27\u5dde\u3067\u306e\u52d5\u5411\u306f\u7279\u306b\u65e5\u672c\u306b\u3068\u3063\u3066\u91cd\u8981\u306a\u610f\u5473\u3092\u6301\u3064\u3002.<\/p>

\u65e5\u672c\u306e\u4f01\u696d\u306f\u3001\u9867\u5ba2\u7372\u5f97\u3001\u5e83\u544a\u3001\u30a2\u30d7\u30ea\u306e\u914d\u4fe1\u3001\u30af\u30e9\u30a6\u30c9\u30b5\u30fc\u30d3\u30b9\u3001\u30c7\u30b8\u30bf\u30eb\u30b3\u30de\u30fc\u30b9\u306b\u304a\u3044\u3066\u3001\u4e16\u754c\u7684\u306a\u4e3b\u8981\u30d7\u30e9\u30c3\u30c8\u30d5\u30a9\u30fc\u30e0\u3078\u306e\u4f9d\u5b58\u5ea6\u3092\u9ad8\u3081\u3066\u3044\u308b\u3002\u3057\u305f\u304c\u3063\u3066\u3001\u30d7\u30e9\u30c3\u30c8\u30d5\u30a9\u30fc\u30e0\u306e\u30e9\u30f3\u30ad\u30f3\u30b0\u3001\u30c7\u30fc\u30bf\u3078\u306e\u30a2\u30af\u30bb\u30b9\u3001\u3042\u308b\u3044\u306f\u81ea\u793e\u512a\u9047\u63aa\u7f6e\u306b\u5f71\u97ff\u3092\u4e0e\u3048\u308b\u3088\u3046\u306a\u5c06\u6765\u306e\u898f\u5236\u4ecb\u5165\u306f\u3001\u65e5\u672c\u4f01\u696d\u304c\u6d88\u8cbb\u8005\u306b\u30ea\u30fc\u30c1\u3059\u308b\u65b9\u6cd5\u306b\u5f71\u97ff\u3092\u53ca\u307c\u3059\u53ef\u80fd\u6027\u304c\u3042\u308b\u3002.<\/p>

Japan’s technology industry also has a growing opportunity to develop alternatives around search, discovery and data analytics. The EU’s requirement for Google to provide anonymized search data to eligible competitors could lower one of the barriers faced by companies attempting to develop alternative search technologies. Google says the data does not include its search algorithms, but covers areas such as ranking, query, click and view information.<\/p>

\u3053\u308c\u306f\u3001\u65b0\u305f\u306a\u5e02\u5834\u60c5\u5831\u306e\u6e90\u3092\u63a2\u3057\u3066\u3044\u308b\u65e5\u672c\u306e\u691c\u7d22\u30b9\u30bf\u30fc\u30c8\u30a2\u30c3\u30d7\u3001AI\u4f01\u696d\u3001\u304a\u3088\u3073\u30a8\u30f3\u30bf\u30fc\u30d7\u30e9\u30a4\u30ba\u30bd\u30d5\u30c8\u30a6\u30a7\u30a2\u30d7\u30ed\u30d0\u30a4\u30c0\u30fc\u306b\u3068\u3063\u3066\u95a2\u9023\u6027\u304c\u3042\u308b\u304b\u3082\u3057\u308c\u306a\u3044\u3002.<\/p>

\u30c7\u30b8\u30bf\u30eb\u30d7\u30e9\u30c3\u30c8\u30d5\u30a9\u30fc\u30e0\u898f\u5236\u306b\u304a\u3051\u308b\u3088\u308a\u5e83\u7bc4\u306a\u5909\u5316<\/h3>

Google’s European search changes are part of a broader movement toward stronger oversight of major technology platforms.<\/p>

\u56fd\u969b\u7684\u306b\u4e8b\u696d\u3092\u5c55\u958b\u3059\u308b\u65e5\u672c\u306e\u30c6\u30af\u30ce\u30ed\u30b8\u30fc\u4f01\u696d\u306b\u3068\u3063\u3066\u3001\u3053\u308c\u306f\u3001\u898f\u5236\u4e0a\u306e\u8981\u4ef6\u304c\u88fd\u54c1\u8a2d\u8a08\u3084\u4e8b\u696d\u62e1\u5927\u6226\u7565\u306b\u304a\u3044\u3066\u307e\u3059\u307e\u3059\u91cd\u8981\u306a\u8981\u7d20\u3068\u306a\u308b\u53ef\u80fd\u6027\u304c\u3042\u308b\u3053\u3068\u3092\u610f\u5473\u3059\u308b\u3002\u65e5\u672c\u3067\u7279\u5b9a\u306e\u65b9\u6cd5\u3067\u6a5f\u80fd\u3059\u308b\u30b5\u30fc\u30d3\u30b9\u3067\u3042\u3063\u3066\u3082\u3001\u6b27\u5dde\u3067\u306f\u7570\u306a\u308b\u6a5f\u80fd\u3084\u30e9\u30f3\u30ad\u30f3\u30b0\u69cb\u9020\u3001\u30c7\u30fc\u30bf\u53d6\u308a\u6271\u3044\u65b9\u91dd\u304c\u5fc5\u8981\u3068\u306a\u308b\u5834\u5408\u304c\u3042\u308b\u3002.<\/p>

\u3053\u3061\u3089\u3082\u304a\u8aad\u307f\u304f\u3060\u3055\u3044\uff1a \u30a8\u30f3\u30b1\u30a4\u3001\u65b0\u5165\u793e\u54e1\u7814\u4fee\u306b\u300cVisionVoice\u300d\u3092\u5c0e\u5165<\/a><\/h4>

\u3053\u306e\u52d5\u304d\u306f\u3001\u4f01\u696d\u304c\u898f\u5236\u3092\u5358\u306a\u308b\u6cd5\u7684\u554f\u984c\u3068\u3057\u3066\u6271\u3046\u3053\u3068\u304c\u3067\u304d\u306a\u3044\u7406\u7531\u3082\u793a\u3057\u3066\u3044\u308b\u3002\u30d7\u30e9\u30c3\u30c8\u30d5\u30a9\u30fc\u30e0\u306e\u30eb\u30fc\u30eb\u5909\u66f4\u306f\u3001SEO\u3001\u5e83\u544a\u3001\u9867\u5ba2\u7372\u5f97\u3001E\u30b3\u30de\u30fc\u30b9\u3001\u30bd\u30d5\u30c8\u30a6\u30a7\u30a2\u958b\u767a\u306b\u5f71\u97ff\u3092\u53ca\u307c\u3059\u53ef\u80fd\u6027\u304c\u3042\u308b\u3002.<\/p>

For Japan’s technology sector, the European experience provides an important case study. As digital markets become more regulated, companies that understand both technology and competition policy may be better positioned to adapt.<\/p>

Google’s<\/a> European search changes are therefore about more than search rankings. They represent a broader debate over how much influence dominant technology platforms should have over digital markets — a debate that is likely to remain relevant for Japan as its own digital economy continues to evolve.<\/p>

 <\/p>","protected":false},"excerpt":{"rendered":"

Google’s latest changes to its search results in Europe highlight a growing tension between dominant technology platforms, competition regulation and the businesses that depend on online search. The changes, introduced to comply with European Union antitrust requirements, could also offer an early indication of how stricter digital-market rules may affect search-driven businesses in Japan.Google has said the redesigned European search experience could reduce service quality and increase costs for businesses. The changes follow years of conflict between Google and EU competition regulators, with the company accumulating €10.38 billion in European Union antitrust penalties over nearly two decades.Why Google Is Changing Search in EuropeThe latest changes are linked to the EU’s […]<\/p>\n","protected":false},"author":7,"featured_media":39027,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_bbp_topic_count":0,"_bbp_reply_count":0,"_bbp_total_topic_count":0,"_bbp_total_reply_count":0,"_bbp_voice_count":0,"_bbp_anonymous_reply_count":0,"_bbp_topic_count_hidden":0,"_bbp_reply_count_hidden":0,"_bbp_forum_subforum_count":0,"wprm-recipe-roundup-name":"","wprm-recipe-roundup-description":"","postBodyCss":"","postBodyMargin":[],"postBodyPadding":[],"postBodyBackground":{"backgroundType":"classic","gradient":""},"footnotes":""},"categories":[185,8098,85],"tags":[15484,219,15483,895,5064],"ppma_author":[572],"class_list":["post-39013","post","type-post","status-publish","format-standard","has-post-thumbnail","category-business-tech","category-news-articles","category-tech","tag-europe-search","tag-google","tag-japans-digital-market","tag-software-development","tag-technology-platform"],"yoast_head":"\nGoogle\u2019s 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