eu launches antitrust probe into how google’s anti-spam policy affects publishers’ search rankings

European Commission Investigates Google's Site Reputation Policy

The European Commission has initiated a formal inquiry concerning Google’s implementation of its “site reputation abuse policy.” This investigation centers on the potential effects of the policy on content publishers.

Announced on Thursday, the Commission indicated preliminary findings suggest Google may be demoting news media and publisher websites in search results. This demotion occurs when content originating from their commercial partners is present, potentially impacting their revenue streams.

Impact on Publisher Business Models

The EC is currently assessing whether Google’s policy restricts publishers’ ability to engage in legitimate business practices. This includes their capacity to innovate and collaborate with external content providers.

Google’s stated purpose for the policy is to counteract manipulative practices. Specifically, it targets websites attempting to exploit search rankings by replicating content from other sources to benefit from their established authority.

Google's Response

Pandu Nayak, Google Search’s chief scientist, expressed disagreement with the investigation. In a blog post published Thursday, he argued that the inquiry is misguided and could negatively affect millions of European users.

Nayak further stated that a German court previously dismissed a similar allegation. The court affirmed the validity, reasonableness, and consistent application of Google’s anti-spam policy.

Google’s anti-spam policy is considered crucial in combating deceptive practices that compromise search result quality. It aims to ensure a fair competitive environment, preventing sites employing manipulative tactics from outranking those relying on original content.

Potential Consequences

Should the investigation reveal violations of the European Union’s Digital Markets Act (DMA), Google could face substantial financial penalties. These fines could reach up to 10% of Alphabet’s total global annual revenue.

Furthermore, systematic infringements could lead to corrective measures. These may include the forced sale of business units or restrictions on future acquisitions related to the violation.

DMA Designation and Ongoing Scrutiny

In 2023, the European Commission designated Google Search as a “core platform service” under the DMA. This designation grants the Commission enhanced regulatory authority over the technology company.

Currently, Google Search is also subject to a separate investigation regarding potential breaches of DMA rules concerning preferential treatment of its own services.

• The investigation focuses on the “site reputation abuse policy.”
• The Commission is evaluating the policy’s impact on publishers’ revenue.
• Google defends its policy as a necessary measure against spam and manipulation.