EU investigates Google over concerns content is unfairly demoted in search results

European Union regulators have launched an investigation into Google over concerns that the tech giant may be unfairly demoting content from media publishers in its search results. The probe, announced Thursday in Brussels, focuses on Google’s site reputation abuse policy, which the company says aims to combat scammers but which EU officials fear could harm legitimate news organizations.

“We are concerned that Google’s policies do not allow news publishers to be treated in a fair, reasonable and non-discriminatory manner in its search results,” said Teresa Ribera, an executive vice-president at the European Commission, the EU’s executive branch.

The investigation proceeds despite potential diplomatic friction with the United States. President Donald Trump has previously criticized the EU’s digital regulations and threatened retaliation if American tech companies face penalties. This marks the latest chapter in the ongoing regulatory battle between Brussels and Silicon Valley tech giants.

At issue is Google’s approach to content moderation in search results. EU regulators received indications that Google may be unfairly demoting certain search results under its site reputation abuse policy. The Commission expressed particular concern that these practices could deprive news publishers of crucial revenue “at a difficult time for the industry.”

The investigation will examine whether Google’s actions violate the Digital Markets Act (DMA), the EU’s comprehensive new rulebook designed to prevent tech companies from monopolizing digital markets. The DMA requires “digital gatekeepers” like Google to treat other businesses fairly.

Google has defended its policy, saying it protects European users from “deceptive, low quality content and scams.” Pandu Nayak, chief scientist at Google Search, argued in a blog post that the company is simply trying to prevent spammers from manipulating search results by purchasing paid-for content on publishers’ websites.

“If we allowed this behavior — letting sites use sketchy tactics to boost their ranking, instead of investing in creating high-quality content — it would enable bad actors to displace sites that don’t use those spammy tactics, and it would degrade Search for everyone,” Nayak said.

Nayak described the investigation as “entirely misguided” and “without merit,” arguing it could ultimately harm millions of European users by undermining Google’s quality-control efforts.

However, EU regulators counter that Google’s policies may harm “a common and legitimate way for publishers to monetize their websites and content.” The Commission must now determine whether these practices violate fair-treatment provisions under the DMA.

The stakes are high for both sides. The investigation must conclude within 12 months, and if Google is found in violation, potential penalties could be severe. The Commission has the authority to fine Alphabet, Google’s parent company, up to 10% or more of its annual global revenue. In extreme cases, regulators could even order structural remedies, including dismantling parts of Google’s business.

This investigation represents the latest confrontation in a long-running regulatory battle between Brussels and Google. In September, the EU fined Google 2.95 billion euros ($3.5 billion) for breaching competition rules by favoring its own digital advertising services. That marked the fourth time since 2017 that Brussels has imposed a multibillion-euro fine on Google in antitrust cases.

The probe highlights the divergent regulatory approaches between the EU and the United States, with European authorities taking a more interventionist stance toward Big Tech. It also underscores growing global concerns about the market power of technology giants and their influence over digital information ecosystems.

The news industry, already struggling with declining revenues and digital transformation challenges, will be watching the investigation closely. Many publishers have become increasingly dependent on search engines like Google to drive traffic to their content, making the fairness of search algorithms a critical economic issue for media organizations.