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, the group accused the US internet giant of using 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 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.
In February, Google reached a deal with the European Union, agreeing to display rivals' links more prominently in a bid to end a three-year case and avoid a fine of up to 5 billion euros ($A7.50 billion).
But rivals argue that the concessions do not go far enough and will only entrench Google's dominance of online market.
Members of the Open Internet Project fear the deal could lead to damages to the European economy and discourage investment.
They are demanding a thorough analysis of all Google's anti-competitive practices, a review mechanism for algorithm changes and obligations on Google to supply or licence its data, among other elements.
"It is our responsibility to stand up now, in two or three years it will be to late," the head of online media company CCM Benchmark, Benoit Sillard, told AFP.
He warned without regulation creative upstarts would not have a chance.
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