By Foo Yun Chee

LUXEMBOURG, (Reuters) – Alphabet’s (NASDAQ: Google) unit lost its appeal against a European antitrust ruling of 2.42-billion euros ($2.8 billion) on Wednesday. This was a significant win for Margrethe Vestager (Block’s Competition Chief) in the first three court decisions that will help strengthen EU regulation of big tech.

Below are the comments of lawyers and complainants on the General Court’s ruling.

SHIVAUN RAFF is the CEO OF UK PRICE SITE FOUNDEM whose COMPLAINT TRIGGERED EU SHOPPING CASES

It is crucial to end Google’s unprecedented ability to use this power for its anti-competitive purposes.

Today’s judgment provides the Commission with a firm basis to now enforce its June 2017 Prohibition Decision—not just for the beleaguered comparison shopping market directly addressed by the Decision, but also for the travel, local, jobs and other vertical search markets for which this Decision sets a precedent.”

RICHARD STABLES CEO OF KELKOOGROUP, GOOGLE CRITIC

“The real work starts now to fix the ineffective remedy that failed to restore competition and choice to the market – and which may ultimately undermine the efforts to regulate Big Tech in Europe.”

MARKUS FERBER, EU LAWMAKER

This verdict is a strong signal that Big Tech companies can’t do what they want in digital markets. Google is no exception to the rules.

Yet, this case highlights the weaknesses of EU competition law. Since 2014 when the case was initiated, Google has seen many competitors disappear from the marketplace. We need to have a solid legal foundation that allows us to take swifter action against the Big Tech abuses.

MONIQUE GYENS, GENERAL DIRECTOR EUROPEAN CONSUMER GROUP BEC

Today’s General Court decision makes it clear that Google must provide equal opportunity to market players in order to be competitive on merit and win consumers’ trust. The European Commission is asked to take steps to ensure Google’s dominance in search engines does not lead it into giving preferential treatment for other services.

THOMAS VINJE PARTNER LAW FIRM CLIFFORDCHANCE, ADVISER TO GOOGLE RIVALS

Google got thrown out by this verdict and it continues to echo all the way up to Mountain View.

Google can be intelligent if they follow Microsoft’s (NASDAQ:) lead after the 2007 General Court disaster. They will cut their losses, skip an appeal, and just move on.  This did Microsoft an immense favor.

The European Commission has the power to use today’s judgement against Google to clamp down on its behavior in areas like online advertising, app store and streaming video.

LUTHER LOWE YELP SENIOR PRESIDENT PUBLIC POLICY

“The European Commission needs to follow the positive example of Google and bring it before the courts for similar abuses on Google’s local search market. Yelp (NYSE:) for a competitive advantage on merits.

History will decide if this odyssey had a real impact on European consumers. This is why it is crucial that tools are used in countries where there is still some competition. 

JONAS KOPONEN PARTNER WITH LINKLATERS

“It is (the judgment), significant in its own right, but also to antitrust enforcement and regulation in the tech industry generally and to any new regulation being proposed for platforms both in Europe and abroad.”

RASMUS Andresen, EU LAWMAKER

“This case once more shows how EU laws don’t suffice. It is not possible to lose oneself in years of court cases where the abuse of market strength is evident. We must now conclude swiftly the legislative process regarding the Digital Markets Act, so the law may enter force.

We will only see changes when Big Tech is made to pay the economic costs of regulation and penalties.

We call for an amendment to the Digital Markets Act and a tightening competition law in order to allow platforms to be split more easily.