Google has once again been told by the European Union that it must do more to allay fears that it is attempting to squeeze rivals from the web search market, after competitors - including Microsoft - voiced concerns that the concessions Google has offered are not enough.
Google submitted its own proposals following a three year long anti-trust investigation by the European Commission over whether its search results favoured its own services, such as YouTube, by putting them at the top of the page when Google search is used.
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The EU, however, rejected Google's proposals in May.
"After an analysis of the market test that was concluded on 27 June, I concluded that the proposals that Google sent to us are not enough to overcome our concerns," said European Competition Commissioner Joaquin Almunia, speaking at a news conference.
He added that he has written to Google's chairman, informing the company that it needed to make further concessions. "In this sense, I wrote a letter to Google, to Mr Schmidt asking Google to present better proposals, to improve its proposal."
The EU's Competition Commission has been hearing complaints from Google's rivals about the practices employed by the world's most used search engine. The initial May deadline for statements was extended until June after rival companies requested more time to compile their arguments against Google.
Earlier this year, Google submitted its own concessions to the EU, but the Competition Commission dismissed them stating that they'd have little effect on results.
A Google spokesperson has said that the company would continue to work with the European Union, but insisted that its own proposals do address the problem.
Almunia has previously stated that whatever concessions are eventually drawn up by the Competition Commission, they'll be legally binding for Google.
The web search giant is also facing anti-trust investigations about manipulating search results in North America.
