Google seeking to promote rivals to stave off EU antitrust action

Google is trying to boost price comparison rivals such as Kelkoo in an effort to appease European Union antitrust regulators and ward off fresh fines following a 2.4-billion-euro ($2.7 billion) penalty nearly two years ago.The European Commission said Alphabet unit Google had used its search engine market power to unfairly promote its own comparison shopping service.Earlier this month, Google introduced a new link on its search results which aims to drive more traffic to price comparison rivals.