EU Investigates Google Over Media Content Ranking Policy

• Commission examines potential breach of Digital Markets Act

The European Commission has launched a formal investigation into Google’s handling of media content in its search results. The probe focuses on whether the company applies fair, reasonable, and non-discriminatory conditions to media publishers’ websites, as required under the Digital Markets Act (DMA). Concerns were raised after monitoring activities suggested that Google’s “site reputation abuse policy” may be demoting news and media content when it includes material from commercial partners. This practice could affect how publishers monetize their content, prompting regulatory scrutiny.

Focus on Site Reputation Abuse Policy

Google’s policy, introduced in 2024 and updated later that year, aims to prevent manipulation of search rankings through low-quality or misleading content. The Commission is now assessing whether its application unfairly impacts legitimate business models used by media outlets. Specifically, the investigation will determine if the policy restricts publishers’ ability to cooperate with third-party content providers. The outcome may influence how search platforms handle sponsored content and editorial independence.

According to the Commission, the policy appears to directly affect a widespread and lawful method of generating revenue. Media organizations often host commercial content alongside editorial material, a practice common across the industry. If Google’s algorithm penalizes such integration, it could reduce visibility and traffic for affected sites. The investigation seeks to clarify whether this constitutes a breach of the DMA’s requirements for platform neutrality.

Google’s Response and Industry Implications

Google maintains that the policy is designed to protect search quality by targeting “parasite SEO” tactics. These involve third parties placing content on reputable sites to exploit their ranking signals. The company argues that enforcement is necessary to maintain relevance and accuracy in search results. However, critics suggest that the policy may disproportionately affect legitimate publishers and reduce diversity in online information.

The Commission’s inquiry will examine whether Google’s approach limits innovation or business freedom among media providers. If violations are confirmed, penalties under the DMA could reach up to 10 percent of global revenue. The case adds to ongoing tensions between regulators and major tech platforms over content moderation and market dominance. Media groups have expressed concern that reduced visibility could harm their financial stability.

Broader Context and Next Steps

This investigation reflects the EU’s broader effort to ensure fair competition and transparency in digital markets. The DMA, which came into effect to regulate large online platforms, mandates equal treatment for third-party services. Google’s compliance with these rules is now under close examination. The Commission has not set a timeline for concluding the probe but emphasized its commitment to protecting media pluralism.

The term “site reputation abuse” was coined by Google to describe practices that exploit a website’s high search ranking by embedding unrelated or promotional content. While intended to combat spam, its application to media sites has raised questions about balancing algorithmic enforcement with editorial autonomy.