European Consumers Are Right to Complain About the DMA
European consumers report a worse online experience since the Digital Markets Act (DMA) took effect, according to a recent survey of 5,000 people by Nextrade Group, a firm specialising in digital trade research. This perception is not just subjective—the DMA required companies to make functional changes to their digital products and services in ways that directly align with consumer complaints. The findings underscore how, when regulators rather than the private sector dictate technology design, consumers ultimately lose out.
First, the survey found that 35 percent of respondents believe map services have worsened since early 2024, the compliance deadline for many of the companies the European Commission designated as “gatekeepers” under the DMA. And they have. Before the DMA, Google Search blended effortlessly with Google Maps. Users searching for “hotels in Paris,” for instance, would see an interactive map, complete with photos, ratings, real-time availability, and prices—all accessible directly from the search page, with the option to save favourites in one click.
The integration ended when the DMA designated both Google Search and Google Maps as core platform services under Alphabet’s gatekeeper status. Under Article 5(2), Google cannot “combine personal data from the relevant core platform service with personal data from any further core platform services,” while Article 6(5) says it “shall not treat more favourably, in ranking and related indexing and crawling, services and products offered by the gatekeeper itself than similar services or products of a third party.” To comply, Google had to disable clickable maps in search results, remove the Maps tab from the search bar, and require explicit user consent to link the services together. The result is a less fluid experience, where seamless discovery has been replaced by fragmented steps and reduced functionality.
Second, the survey found that consumers believe search has worsened since the DMA, with 62 percent saying it now takes longer to find what they are looking for online, and 33 percent reported that results are less relevant. These concerns link directly to changes forced on companies by the DMA. Before the law, Google Search had a rich, all-in-one interface: restaurant searches showed maps with locations and reviews, shopping queries offered product comparisons with images and pricing, local business searches displayed hours and contact information, and movie and TV show queries produced showtimes and streaming availability.
But under Article 6(5), Alphabet is prohibited from treating third-party services appearing in Google’s search results less favourably than with Alphabet’s own and must provide “fair and non-discriminatory” treatment. Article 5(2) also prohibits combining data collected from two different services belonging to the same company, which applies to Alphabet’s designated core platform services, including Google Search.
To understand what complying with a maximalist interpretation of this requirement would entail, Google tested a reversion to a basic “ten blue links” format—the simple list of website links that characterised early search engines, stripped of the rich information panels, images, maps, and integrated data that users have come to expect. As a result, users had to click through multiple pages to gather the same information they once found instantly, explaining why many now report longer, less relevant searches.
Third, 42 percent of frequent travellers say flight and hotel searches have become less helpful since the DMA took effect. Before, travellers using Google Search could see comprehensive, integrated results showing prices, availability, ratings, and booking options—all in one seamless interface. Users could compare options, view real-time pricing, and access booking information without leaving their search results.
But under the DMA, gatekeepers must not treat their own services more favourably in ranking than similar services of third parties. To comply, Google has made more than 20 modifications to Google Search to boost comparison sites for flights and hotels. As a result, more traffic now flows to intermediaries, like Booking.com and Expedia, which charge commissions, while direct bookings from free Google links have fallen, with hotels reporting a 30 percent drop in clicks.
Fourth, 25 percent of working Europeans report that finding relevant job opportunities has become harder since the DMA took effect. Before the DMA, LinkedIn could seamlessly integrate features across the platform, creating personalised recommendations based on comprehensive user profiles. Users scrolling through their feed might see “Jobs You Might Be Interested In” perfectly aligned with their career path, powered by data from their searches and connections.
However, the DMA’s prohibition on combining data collected from two different services belonging to the same company applies to LinkedIn as a core platform service under Microsoft’s gatekeeper obligations. As a result, the platform can no longer automatically integrate professional activity across its Jobs, Marketing Solutions, and Learning services without explicit user consent. Now, users must opt in to this integration. Many may skip this step—tapping “no” to avoid friction—without realising the negative impact it ultimately has on their user experience. The DMA’s push for consent at every turn adds small frictions that accumulate and can ultimately break features users value.
Overall, the survey highlights a clear pattern: European consumers are most frustrated where the DMA dismantled features. Those upset about maps had lost access to useful integrations, while users reporting longer searches or poorer travel-related results now face less efficient results due to banned integrated features. The DMA forced companies to roll back successful innovations, not market failures.
More disruption is coming. Apple is designated as a gatekeeper “in relation to iOS, App Store, and Safari” and “in relation to iPadOS” and it must comply with Article 6(7) requirements for “effective interoperability with, and access for the purposes of interoperability to, the same hardware and software features.” As a result, Apple’s new live translation feature for AirPods won’t be available in the EU at launch due to these interoperability requirements.
The evidence is clear: The DMA has not improved consumer outcomes and has instead made many users worse off by forcing unwelcome changes on the digital products and services they rely on.
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