The Open Internet Project, which includes 400 players in Europe's digital markets, lodged a complaint with the European Commission against what it alleges are new anti-competitive abuses by Google.
In a submission on Thursday, the group accused the US internet giant of abusing its "insurmountable" 90 per cent market share to abuse competitors and illegally using data to squeeze out rivals.
"European Consumers and Digital Entrepreneurs demand [a] ban of Google's manipulative favouring of [its] own services and content," said a statement from the group, which includes digital publishers Axel Springer and CCM Benchmark, online publishers, tour operators, and consumer associations.
The world's top internet search engine reached a deal with the EU in February in which it agreed to display rivals' links more prominently in a bid to end a three-year case and avoid a fine of up to €5 billion (HK$53 billion).
"This has been a very long and very thorough investigation," Google executive Kent Walker said about the agreement.
But rivals, including companies included in the OIP, argue that the agreement "would in principle legalise Google's self-preference".