Google’s business models are under the scrutiny of European Union, after German parties and Microsoft supported companies questioned the privacy and competitive methods that the search engine giant uses in order to display the results. The New York Times reports on these additional complaints from Germany and how they affect the current investigations.

The European Union commissioner responsible for business competition, Joaquin Almunia, confirmed the launch of an investigation, looking to begin collecting data via various German authorities. The influence of the Google case would be major: it is reported that 80% of the German internet users access Google.

The main issue under investigation is the mechanism that triggers the results display—which are questioned whether they are favorable for Google. Moreover, another controversial case is stated by German publishers, reunited under the B.D.Z.V and V.D.Z. entities—they claim the search results are prioritized, ranking first the business of its own operators. Also, Google used influential advertising space within newspapers and magazines to place its own links.

The German publishers share the same opinion about the manipulation that Google stimulates:

“We appreciate that the E.C. is now investigating the case as it could be one of the most important topics for the digital press in the coming years. From our point of view Google is no longer a mere search engine but filling the result pages with more and more own content. Thus Google is no longer an intermediary but direct competitor.”

Another argument against Google is the mapping service. Euro-Cities has brought accusations that Google Maps is embedded in other web services for free, damaging the business model. Google’s maps were also problematic for Germany a while ago, when the service was accused of violating the privacy of German citizens with Google Street View. The issue gained further notice when Google expanded the service, despite the overall discontent of the Germans—ordinary Internet users and officials.

Google is not new to antitrust procedures, as recently it was the subject of another EU investigation case. Information was the key for Google’s development and now it is investigating whether Google uses data to customize the search result ranking. The fierce battle is being fought between Google and its ad competitors.

In the coalition against Google, recently Microsoft took part actively, joining an online travel related group after the acquisition of a vital tool for travel searches, ITA Software. The drive against Google is also shared y Expedia, Kayak and Farelogix. The resources for this alliance are triggered by the prospective influence that Google is supposed to gain in the travel related search results.