4.2.3. Transparency of search results

COMMISSION NOTICE – Guidance on the interpretation and application of Directive 2005/29/EC of the European Parliament and of the Council concerning unfair business-to-consumer commercial practices in the internal market · European Union

Search engines allow searching for information on the internet according to a specific algorithm. Also other intermediaries, such as online marketplaces and price comparison services, provide for the possibility to search amongst the different products and suppliers that are accessible via their services. Consumers expect search results to be 'natural' or 'organic' and based on sufficiently impartial criteria. However, the providers also include in the search results paid-for advertising or improve the ranking of products due to direct or indirect payment they receive from the relevant third party traders. Directive (EU) 2019/2161 added to Article 7 of the UCPD a new paragraph 4a laying down a specific information requirement about the main parameters determining the ranking. In addition, a new point 11a was added to Annex I of the UCPD, prohibiting undisclosed advertising and paid promotion in search results.

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Source: EUR-Lex (Cellar) · retrieved 2026-09-25 · Text as adopted (Official Journal); later amendments are not incorporated in this text.