Google Reduces Local Guides’ Incentive and Faces Third EU Anti-Trust Charge
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Late last year, Google introduced a level and points-based system to the Local Guides program, which rewarded those who actively contribute to the Maps Community so that they would reach higher levels as they earned more points. However, Guides have now been advised that the search conglomerate is scaling down on one of its best offers. Instead of 1 TB of free storage for 2 years upon reaching level 4, Guides would now only receive 100GB.
Decision Arose Due to Growth of Guide Community
A Google Help center article mentioned that the reason for the down scaling of this offer was because the Local Guides Community had grown extensively. With so many people contributing to the program, the company simply couldn't keep up with handing out 1Tb of free storage any longer. Google stated that it has reduced the storage capacity so that it can continue giving Drive storage to all Level 4 Qualified Local Guides.
Guides who are close to reaching level 4 have until today (July 21 st ) to do so, whereby they will still receive the free 1TB storage. In addition, those who have already reached Level 4 and received the 1TB option will still have it until its time runs out.
Another EU Antitrust Charge
The EU has presented Google with its third antitrust charge in less than 2 years. Yet again, the charges are related to Google allegedly abusing its dominant market position throughout Europe. This time round, the EU is accusing Google of blocking or preventing adverts from its competitors from appearing on certain websites.
Margrethe Vestager, EU Antitrust Commissioner, says that Google is preventing other companies from innovating and competing. She tweeted the following after mentioning that there is "strong evidence" to back up the claims, "We reinforce Google case on search/shopping comparison with new, strong evidence and send statement of objections t [ sic ] Google on search adverts."
There are also claims from the European Commission that Google favors its own shopping service in search results pages. If that proves to be true, it's not only a disservice to competitors, it's also a disservice to searchers who may not be receiving the most relevant results with search queries. Google hasn't responded to the latest charge, other than to say, "We'll examine the Commission's renewed cases and provide a detailed response in the coming weeks."
In April 2015, the EU claimed that Google was deliberately displaying its own products ahead of competitors in search results. In April 2016, the EU charged Google for "unfair business practices" because Google apps come preinstalled on Android devices. The EU claimed that this prevented similar apps from being able to compete.
In Europe, Google has more than a 90% share of the search market, whereas they only have around a 64% market share in the U.S. This could be the reason why the EU is always trying to level the playing field. While there's nothing wrong with market dominance, if Google is found to be violating the EU's competition rules, it could find itself facing serious consequences.
Google Local Guides & EU Anti-Trust FAQs
How can Local Guides track which perks are currently active for their level?
Check the benefits page inside your Local Guides profile and the most recent program emails — Google updates eligibility and redemption windows there first. Perks can vary by country and time period, so don’t assume global uniformity. Keep screenshots or emails of offers you’ve unlocked to simplify support requests if something doesn’t appear.
What should a Guide do if their storage perk is smaller than expected?
First, confirm your level and redemption date in your account, then review the fine print for regional exclusions. If you still think there’s an error, contact Google Support with your profile ID and proof of the offer. In the meantime, consider archiving large files or using tiered storage (cold storage, external drives) to avoid service interruptions.
How can contributors stay motivated when perks change?
Shift focus from rewards to impact: your photos, reviews, and edits help local businesses surface in Maps and assist travelers. Set personal goals like improving accessibility information or completing missing hours in your neighborhood. Join meetups or online communities peer recognition and badges often outlast one-time perks.
What alternatives exist if cloud storage from a perk doesn’t meet your needs?
Mix-and-match solutions: pair a modest cloud plan for everyday files with an encrypted external SSD for archives. Some photo services offer generous media-only storage with built-in compression that preserves quality for web use. Also, periodic cleanups (deduplicating images, removing RAWs after exports) can free surprising amounts of space.
Do changes to contributor incentives affect local business visibility?
Indirectly, fewer contributions can slow freshness signals (new photos, updated hours, menu changes), which may influence how quickly listings look current. Businesses can counter this by encouraging customers to add photos and Q&A responses. Maintaining complete profiles (categories, attributes, holiday hours) helps mitigate any contribution dips.
How should advertisers react when a dominant platform faces new competition scrutiny?
Diversify your media mix to reduce single-platform risk: test sponsored placements on retail media networks, vertical search, and privacy-forward contextual buys. Strengthen first-party data collection (consented email, loyalty IDs) so you can pivot channels without losing targeting fidelity. Build measurement that’s platform-agnostic think MMM or geo-experiments alongside platform pixels.
Could regulatory scrutiny change how shopping results or ads appear in the future?
Yes remedies can include clearer labeling, alternative choice screens, or more visible comparison modules. For marketers, that may mean new placement types or auction dynamics, and fresh opportunities for smaller players. Keep creative flexible and feeds clean so you can plug into emerging formats quickly.
What’s a practical checklist for businesses to stay resilient amid platform policy shifts?
Maintain accurate listings across multiple maps/directories, not just one. Keep an owned “source of truth” (site schema, product feeds, store hours API) that syndicates outward. Monitor impression share and CPC volatility; when anomalies spike, re-run budget allocations and test backup channels you’ve pre-approved.
How can Local Guides safeguard their contributions if they switch platforms or accounts?
Export your photos and review text periodically, keeping metadata intact for provenance. Maintain a personal portfolio (even a simple folder structure) with place names and dates so you can repurpose content elsewhere. If you collaborate, align on a shared naming convention to avoid losing context over time.
What should stakeholders watch next contributors, businesses, and advertisers alike?
Contributors should watch for updates to level criteria, redemption windows, and non-storage perks (e.g., partner discounts). Businesses should track listing completeness and user-content freshness, setting reminders for seasonal updates. Advertisers should keep an eye on auction changes, new ad disclosures, and any rollout of alternative units that could redistribute visibility.
