On Wednesday, the European Union’s (“EU”) antitrust chief, Margrethe Vestager, began official proceedings against Google by formally accusing it of alleged anti-competitive behavior. Vestager has launched an investigation to reveal whether or not Google was unfairly bundling its apps on the Android phone’s operating systems and whether or not shopping search results favored only top-rated competitors like Amazon or Ebay. The heart of the EU claim is that Google has too much control over how Europeans access information online. Multiple antitrust allegations have been maintained from big-name companies like Microsoft, Tripadvisor, and Streetmaps, all claiming that Google provides an advantage to its own ads, promotes the companies it favors, and abuses its position as the top search engine.

Google downplays the allegations, pointing out the huge number of searching tools available on the Internet. Amit Singhal, Senior Vice President for Google Search, said, “while Google may be the most used search engine, people can now find and access information in numerous different ways — and allegations of harm, for consumers and competitors, have proved to be wide of the mark.”

So what does this mean for EU consumers? With Google controlling over 90% of Europe’s general search market, it is possible that EU consumers are being limited, and perhaps denied, access to the vast world of information and options available in the online marketplace. Arguably, rivals competing in the market are facing greater barriers to getting their products to potential customers. Technology should be opening the world of information, knowledge, and products to consumers, not limiting it.

Should this get resolved in favor of the EU, consumers may have more options available in the world-wide marketplace. Smaller companies may have a chance to compete in the search market, and Google may be forced to pay substantial financial penalties. If Google comes out on top, it raises the question of “when is it enough?” Being on top comes with significant advantages, but what about giving the newcomers, the underdogs, a chance? When is innovation being stifled? How much of the market does a company need to control before it’s considered a monopoly?

Google adopted the slogan “don’t be evil” a few years back. Certainly, some in the EU are wondering whether Google should be doing more to abide by its own motto. We will see how the tech-giant responds to these allegations and what it will mean for its competitors and consumers.