In an open letter published on July 5, 2022, the three search engine CEOs outlined 10 principles to enable internet users to effectively change their default search engine.
The launch, titled “10 principles for fair choice screens and effective change mechanisms”, comes on the same day as the European Parliament adopts the Digital Services Act (DSA).
This groundbreaking policy agreement aims to protect consumers by setting a new standard to hold dominant online platforms, or gatekeepers, accountable for illegal and harmful content. Companies appointed as guardians include Google, Meta and Twitter.
Fair choice seeks to break with gatekeeper defaults
The letter, signed by Gabriel Weinberg, CEO of DuckDuckGo, Christian Kroll, CEO of Ecosia, and Corinne Lejbowicz, President of Qwant, calls for a set of 10 “common sense” principles that will improve the user experience on line.
Executives say in the letter:
“Effective choice screens and switching mechanisms are crucial tools that empower users and enable competition in the search and browser markets. Without strict adherence to clear rules and principles for fair choice screens and mechanisms exchange rates, gate control companies could choose to evade their legal obligations.”
The principles outlined suggest that users should have a choice screen for search engines, web browsers and virtual assistants upon initial use of the platform. They also call for these screens to be offered periodically, anytime when “users are of the mindset to change core services and major software updates may reset or affect gatekeeper-controlled search and default browser settings.”
He also emphasized that switching services must be applied to access points, be prominently displayed as top-level parameters, and be free.
Adoption could reduce Google’s market share
If these principles are adopted, it could lead to signatory companies and other search engines claiming a larger piece of the search engine market. Google currently has more than 90% of all internet searches around the world.
This could have ripple effects throughout the search engine optimization and digital marketing industries, as optimization tactics would need to be adjusted for these other algorithms.
However, one of the conditions of the DSA is to enforce increased transparency measures on online platforms, including the disclosure of how algorithms work for recommendations. The goal is to create a more level playing field between gatekeepers and smaller businesses.
Also, since the three signers, along with other smaller search engines, do not collect personal data about users, digital marketers will have to find other means to target display ads, PPC and other campaigns that rely on data from Google.
source: DuckDuckGo
Featured image: VectorMine/Shutterstock
