NEW YORK ( TheStreet) -- Google reaches a settlement to end European regulators' three-year antitrust investigation into the company's practice of promoting its own services in search results, which allegedly has been at the expense of its competitors. As part of the settlement, the European Commission says Google will ensure that whenever it promotes its own services in search results, it will display the services of three rivals in a 'clearly visible' and comparable way. Google will not have to pay a fine as part of the settlement and did not admit to any wrongdoing.

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Google ( GOOG) has reached a settlement to end European regulators' three-year antitrust investigation into the company's practice of promoting its own services in search results, which has been allegedly at the expense of its competitors.

As part of the settlement, the European Commission said Google will ensure that whenever it promotes its own services in search results, it will display the services of three rivals in a "clearly visible" and comparable way.  Google said it will also more clearly label its own services in search results, so users can tell the difference more easily between promoted results and natural ones.  Google will not have to pay a fine as part of the settlement and did not admit to any wrongdoing.  

Google had faced a potential fine of up to 10% of its global annual revenue.  

At last check, shares of Google were climbing about 1% to $1,150.

In New York, I'm Brittany Umar for TheStreet.

Written by Brittany Umar in New York.

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