'BEUC called for an alternative remedy -
'an "even-handed" principle, in which Google "must hold all services including its own to exactly the same crawling indexing ranking display and penalty algorithms".'
I do believe that this was what I was talking about in the recent comments thread about Google Maps.
If you're going to offer your search results as if they're "fair and balanced", that should be the same for *all* results, not "all results except ours". Otherwise it should at the least be made clear that some results are being prioritised above others the way that they already do with ads and sponsored results and they should provide a link to alternative mapping services.
PS And this is *not* the same as expecting Tesco to advertise ASDA's products, see the previous comment thread for details.