European Commission Launches Investigation into Google’s Search Practices
The European Commission has initiated a new investigation into Google, the leading U.S.-based search engine, over allegations that its policies unjustly marginalize certain news websites by categorizing them as spam within search results.
This inquiry focuses on the implications of Google’s regulations for media organizations that feature content from commercial partners, including sponsored editorials and paid advertisements, which are vital revenue sources for numerous publishers.
The investigation is conducted under the EU’s Digital Markets Act (DMA), a 2023 legislative framework aimed at fostering fair competition and mitigating the dominance of significant online platforms across the 27-member European Union.
This latest development adds to a series of regulatory challenges faced by Google, a subsidiary of Alphabet Inc. Just last month, in September 2025, Alphabet incurred a €2.95 billion ($3.4 billion) fine from the Commission following another DMA investigation into anticompetitive practices within its advertising technology sector.
That penalty arose from accusations that Google prioritized its own advertising services, thereby undermining competitors and adversely affecting advertisers.
This current case reflects broader EU initiatives to protect the increasingly beleaguered news sector amid accusations of unfair treatment by tech gatekeepers, especially as traditional media confronts dwindling advertising revenues and competition from digital platforms.
The timing of this announcement is significant, occurring against a backdrop of escalating geopolitical tensions, including threats from U.S. President Donald Trump to impose economic sanctions, such as tariffs, on nations conducting vigorous investigations into American tech companies.
Despite such pressure, the European Commission is proceeding, reiterating its commitment to independently enforce digital regulations aimed at protecting European businesses and consumers. This resolution highlights the EU’s determination to regulate Big Tech even as it navigates complex transatlantic trade dynamics.
Context of Allegations and Questionable Policies
Central to the investigation is Google’s “site reputation abuse policy,” introduced in March 2024, designed to combat what the company labels “parasite SEO” tactics. This term refers to practices where third-party websites or content creators embed promotional materials on high-authority sites, such as established news outlets, to exploit their strong search rankings and manipulate visibility in search outcomes.
For instance, a news organization may include sponsored articles from commercial partners, merging them with editorial fare to generate revenue. Google contends that this strategy may mislead users and compromise search quality by prioritizing paid content over authentic information.
Nevertheless, publishers assert that the policy’s broad application inadvertently penalizes legitimate business models. Findings from the European Commission suggest that news sites featuring such third-party content are being demoted or, in some cases, completely excluded from Google’s search indexes.
This suppression significantly curtails traffic to these sites, considering that Google accounts for a substantial majority of online visits for many publishers. A pivotal impetus for the investigation was a formal complaint lodged in April 2025 by the German media firm ActMeraki, which claimed the policy disproportionately impacted websites reliant on commercial partnerships for funding.
Industry coalitions have further amplified these concerns. Organizations such as the European Publishers Council (EPC), the European Newspaper Publishers’ Association (ENPA), and the European Magazine Media Association (EMMA) have publicly condemned the policy, contending that it stifles innovation and restricts publishers’ ability to collaborate with external providers.
They argue that sponsored content represents a critical lifeline for media outlets amidst shrinking advertising budgets and the rise of free digital alternatives.
The Commission’s statement emphasizes that this practice “appears to directly impact a common and legitimate way for publishers to monetize their websites and content,” potentially infringing on the freedom of publishers to conduct business and innovate within DMA guidelines.
Significantly, this investigation centers on conventional Google Search rankings rather than burgeoning AI functionalities. It intentionally excludes scrutiny of Google’s AI Overviews, the automated summaries appearing atop search pages that have been criticized for further diverting clicks away from original news sources.
That aside, related grievances persist; for instance, Italy’s newspaper federation, FIEG, filed a formal request earlier in November 2025 with national regulators to analyze AI Overviews’ effects on readership and revenue. These related issues encapsulate the multifaceted challenges publishers encounter in an AI-augmented search environment.
EU’s Position and Investigation Procedures
European antitrust chief Teresa Ribera, serving as the Commission’s executive vice-president for Clean, Just and Competitive Transition, has expressed strong concerns regarding Google’s practices.
“We are worried that Google’s policies do not ensure news publishers are treated fairly, reasonably, and without discrimination in search results,” she articulated in an official statement.
Ribera elaborated that the investigation seeks to prevent publishers from “losing out on crucial revenues during a challenging period for the industry,” while ensuring Google’s compliance with the DMA.
The investigation will focus on specific DMA provisions, particularly Articles 6(5) and 6(12), which mandate that gatekeeper platforms, such as Google, provide transparent, fair, and unbiased access to their services for business users, including news outlets.
Commission officials intend to evaluate whether the demotions are a result of discriminatory applications of the anti-spam policies, potentially impeding competition and harming the media ecosystem.
To substantiate its case, the probe will involve the collection of comprehensive evidence, encompassing data on revenue impacts for affected publishers and an assessment of how the policy influences search visibility across Europe.
An anonymous senior Commission source indicated that the investigation aims to quantify the “dent” in publishers’ earnings, concentrating on real-world examples of traffic declines and lost advertising opportunities.
The timeline for the investigation is set at up to 12 months, affording ample time for a thorough examination without unnecessary delays. Should violations be substantiated, penalties could be substantial: fines reaching 10% of Alphabet’s total global annual revenue for an initial infringement, escalating to 20% for subsequent violations.
This may amount to billions of euros, particularly given Alphabet’s 2024 worldwide revenue surpassing €300 billion. The DMA empowers the Commission not only to levy fines but also to compel behavioral remedies, such as policy adjustments or improved transparency in ranking algorithms, aimed at reinstating equitable access.
This investigation aligns with other ongoing DMA inquiries into Google, including those related to self-preferencing in vertical searches and limitations imposed on app developers steering users away from its ecosystem.
In a broader context, the EU perceives this action as a proactive strategy to promote a diverse media landscape. Regulators have recognized that news publishers in Europe are already grappling with financial challenges, with many facing potential closure due to digital disruptions.
By scrutinizing Google’s policies, the Commission aims to cultivate a more equitable digital single market where smaller entities can thrive successfully.
Google’s Rebuttal and Justification of Its Policies
In response, Google swiftly denounced the allegations, characterizing the investigation as “baseless” and a potential detriment to user experience. In a thorough blog entry, Google Search chief scientist Pandu Nayak labeled the inquiry as “misguided,” cautioning that it “risks rewarding nefarious actors and diminishing the quality of search results.”
He underscored the importance of the anti-spam policy in preserving reliable outcomes, combating “deceptive pay-for-play tactics” in which sites masquerade promotions as genuine content to manipulate rankings.
Nayak referenced a recent ruling from a German court that upheld the policy as “valid, reasonable, and consistently applied,” dismissing a similar challenge from a local publisher.
The company articulated its defense, asserting that its measures are critical for safeguarding millions of European users reliant on Google Search daily.
“Google Search is designed to present trustworthy results,” Nayak affirmed, stressing that interference could undermine its utility for European businesses and users.
Moreover, Google critiqued the DMA’s broader ramifications, asserting that it has complicated operations and diminished search efficacy in the region. While the tech giant pledged to cooperate with the investigation, it vowed to staunchly defend its practices, contending that they treat all websites equitably without specific targeting of news publishers.
From Google’s perspective, the policy addresses a legitimate concern: the proliferation of substandard, manipulative content that compromises trust in search engines.
Instances of websites hosting irrelevant sponsored posts solely to enhance SEO are cited as examples that could mislead users seeking reliable news.
By demoting such material, Google seeks to prioritize high-quality, original content, ultimately benefiting consumers and conscientious publishers over time.
Wider Implications for Publishers, Technological Regulation, and the Digital Economy
This investigation underscores the precarious equilibrium between combating online manipulation and preserving legitimate monetization strategies within the digital era. News publishers, particularly in Europe, often rely on search traffic for 40-50% of their audience, making any demotional action a direct threat to advertising revenue, subscriptions, and overall viability.
The media sector finds itself contending with an array of challenges: declining print revenues, fragmented digital advertising, and algorithm changes that disproportionately favor tech platforms over content creators.
Should the investigation result in policy changes, it could pave the way for more adaptable sponsored content practices without fear of punitive action, potentially stabilizing publisher finances.
Conversely, Google and its proponents assert that relaxing restrictions could invite increased abuse, inundating search results with subpar content and eroding user confidence.
A successful challenge could establish precedents for other gatekeepers operating under the DMA, including Meta and Amazon, potentially sparking widespread reforms in the algorithmic handling of commercial partnerships.
For the EU, this case reiterates its position as a global frontrunner in tech regulation, shaping policies across the globe—from Australia’s News Media Bargaining Code to ongoing U.S. antitrust discussions.
The eventual outcome may well redefine how Europeans access information online, ensuring that search engines function as neutral conduits rather than arbiters determining business viability.
As the 12-month investigation unfolds, stakeholders on both sides will be attentive, with prospective solutions aimed at fostering a more equitable playing field for the news industry in the face of evolving digital challenges.
Source link: Editorialge.com.
