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The European Commission investigates whether Google’s “site reputation abuse” policy unfairly penalizes media outlets and undermines their revenue, testing the strength of the new Digital Markets Act.
Brussels has opened a new front in its long-running battle with Alphabet Inc., the tech giant behind Google. Following a series of multibillion-euro antitrust fines, the European Commission has launched a fresh investigation to determine whether Google’s search practices comply with the bloc’s Digital Markets Act (DMA). The inquiry centers on whether the company applies “fair, reasonable, and non-discriminatory” conditions to news publishers and other content providers featured on Google Search.
The Commission’s latest move signals a tightening grip on major online platforms as regulators work to enforce Europe’s ambitious digital rulebook. According to early findings from the EU’s monitoring efforts, Google’s so-called “site reputation abuse policy” may be unfairly penalizing legitimate media organizations. This policy, introduced by Google as part of its efforts to fight manipulation in search rankings, appears to downgrade websites that include content from third-party commercial partners.
For Brussels, the implications are serious. If confirmed, the practice could mean that established news outlets—already under immense financial strain—are being deprived of visibility and advertising income, while smaller or less reputable sources gain an edge in search results.
The EU’s Watchdog Takes Aim at Google Again
The new probe follows a string of legal and regulatory clashes between the European Union and Google over the past decade. Just two months ago, the company was hit with another fine of nearly €3 billion for alleged market abuses. Meanwhile, Alphabet remains locked in a long-running legal battle before the European Court of Justice over a separate €4.1 billion penalty dating back to 2018.
Now, under the stricter provisions of the Digital Markets Act, Brussels is testing its new powers against one of Silicon Valley’s most powerful players. “We will conduct an investigation to ensure that news publishers do not lose important sources of revenue at a difficult time for the sector,” said Teresa Ribera, Executive Vice President of the European Commission. “It is essential that Google complies fully with the Digital Markets Act.”
The Commission’s investigation focuses on how Google implements its “site reputation abuse” policy and whether its application unfairly disadvantages European publishers. Brussels fears that the policy “appears to have a direct impact” on a common and legitimate way for publishers to monetize their websites and cooperate with commercial partners.
The “Site Reputation Abuse” Policy: A Double-Edged Sword
From Google’s perspective, the policy is designed to combat spam and deceptive content practices. The company argues that certain sites host “third-party” materials of dubious quality in order to manipulate rankings and attract traffic. By penalizing these behaviors, Google claims to protect users from low-quality or misleading content.
However, European regulators are increasingly skeptical. They fear that the automated downgrading of pages containing third-party material may unintentionally punish reputable publishers who collaborate with commercial or sponsored partners—an increasingly vital source of income in a struggling media market.
For many European news organizations, partnerships with advertisers or branded content providers are not only legitimate but essential for financial sustainability. The Commission’s concern is that Google’s algorithmic penalties could distort competition, restrict innovation, and threaten the diversity of information available to citizens.
The Stakes Under the Digital Markets Act
Under the DMA, the European Commission has unprecedented authority to investigate and penalize “gatekeepers” such as Google, Apple, Amazon, and Meta for practices that distort digital markets. If Google is found to have breached the law, the company could face fines of up to 10% of its global turnover—and up to 20% in the case of repeated violations.
The legislation, which came into full effect in 2024, aims to prevent dominant platforms from abusing their market position and to ensure a fairer digital ecosystem for competitors and consumers alike. This latest investigation represents one of the first major tests of the DMA’s enforcement power and could set an important precedent for future regulatory actions.
For European policymakers, the issue is not merely technical but cultural and democratic. Fair visibility of news sources is a cornerstone of media pluralism and public trust. If search algorithms disproportionately favor or penalize certain outlets, the very structure of the digital information space is at risk.
Balancing Innovation and Fairness
As the probe unfolds, Google faces mounting pressure to demonstrate transparency in how its search algorithms rank and demote content. The company maintains that its measures are designed to preserve search integrity, but critics argue that these opaque mechanisms grant Google excessive control over which voices are heard online.
The outcome of this investigation will resonate far beyond Brussels. Should the Commission find evidence of unfair practices, Google may be compelled to adjust its search policies and restore fairer visibility for European publishers. More broadly, the case underscores Europe’s growing determination to regulate Big Tech—not to stifle innovation, but to ensure it operates on a level playing field.
In a digital economy where information is power, the EU’s message is clear: even the world’s largest tech companies must play by Europe’s rules.
Alessandro Fiorentino