Mumbai: The European Union has launched a formal investigation into whether Google is unfairly lowering the visibility of news publishers in search results under its anti-spam policy—a move that has triggered strong resistance from the tech giant, which warns the probe could damage search quality for millions of users.
The European Commission said on Thursday that it will examine whether Google’s “site reputation abuse” rules, rolled out in March 2024, are harming publishers by demoting certain types of content. The policy targets “parasite SEO”—a practice where third parties pay reputable publishers to host low-quality or deceptive material to piggyback on their search rankings.
“We are concerned that Google’s policies do not allow news publishers to be treated in a fair, reasonable and non-discriminatory manner,” said Teresa Ribera, executive vice-president of the Commission. Regulators argue the new rules may obstruct “a common and legitimate way for publishers to monetise their websites.”
Ribera added that the Commission aims to ensure publishers do not lose vital revenue at a time of financial strain for the media sector and to guarantee Google’s compliance with the Digital Markets Act (DMA)—the EU’s flagship law designed to curb Big Tech dominance.
Part of EU’s Intensifying Scrutiny of Big Tech
This investigation marks the latest battle in Brussels’ long-running regulatory campaign against major technology firms. It comes just weeks after the EU imposed a €2.95 billion fine on Google over unrelated competition violations—the fourth multibillion-euro penalty levied on the company since 2017.
The probe also proceeds despite potential political repercussions. U.S. President Donald Trump has repeatedly criticised EU digital regulation and warned of retaliatory measures if American tech companies are targeted.
Google Pushes Back, Says EU Risks “Rewarding Bad Actors”
Google responded forcefully, insisting that its anti-spam policy is essential to protect users from deceptive and low-quality content. Pandu Nayak, Google Search’s chief scientist, called the investigation “misguided” and “without merit”, pointing to a German court ruling that upheld the company’s anti-spam measures as reasonable and consistently applied.
“People come to Google because they want the best, most relevant results,” the company said. “Our policy against spam exists for one reason: to protect people from deceptive, low-quality content and scams.”
Google argues that “parasite SEO” allows scammers to exploit trusted websites to mislead users. For example, payday loan schemes might pay respected publishers to host their content, creating the illusion of legitimacy. “We consider this to be spam,” the company said, adding that allowing such practices would “degrade Search for everyone”.
Nayak warned that the new investigation risks undermining efforts to maintain high-quality results, saying the DMA has already made Search “less helpful for European businesses and users”.
What’s at Stake
The Commission has up to 12 months to complete the inquiry. If it finds violations, the DMA allows penalties of up to 10% of a company’s global annual revenue—rising higher for repeat offences. Regulators also have the authority to impose structural remedies, including potentially breaking up parts of a business in extreme cases.
For publishers, the outcome of the probe could have significant financial implications. With advertising revenue declining and operating costs rising, even minor shifts in search visibility can meaningfully affect traffic and monetisation.
For Google, the case could set precedent on how far regulators can intervene in algorithmic ranking systems—an area the company argues must be protected to fight spam, fraud, and manipulation online.
As both sides gear up for a lengthy review, the investigation is poised to become another high-stakes test of the balance between tech regulation, platform responsibility, and the future of online information visibility in Europe.
