The European Union has opened an investigation into whether Google is unfairly deprioritising news websites in its search results, a move critics argue reduces traffic and harms media companies’ revenues. The probe will examine whether Google’s policies are being applied in ways that disadvantage traditional news outlets.
The European Commission announced Thursday that it had found “indications” that news sites carrying promotional third-party content, a common practice among publishers, were being demoted in search listings. Google maintains that its measures are aimed at combating spam, but the Commission suspects the rules may have been applied in a “non-justified way” to news content, causing loss of visibility and revenue for media organizations.
The investigation targets Google’s US parent company, Alphabet, and will be conducted under the EU’s Digital Markets Act (DMA), a regulatory framework introduced in 2023 to curb the market dominance of major digital platforms. Under the DMA, companies can face fines of up to 10% of their annual global turnover if found to have failed to provide fair and non-discriminatory access to business users, including news publishers.
Alphabet is already facing separate EU probes under the DMA over alleged preferential treatment of its own services and restrictions on app developers trying to direct consumers outside its app store. This latest investigation focuses specifically on Google’s “site reputation abuse policy,” which was introduced in March 2024. The policy is designed to target websites that host promotional content in a way that manipulates search rankings.
A European Commission official, speaking on condition of anonymity, noted that the rules could potentially result in sites being removed from Google Search altogether, though the official declined to confirm whether news websites had been affected so far. The investigation will not cover Google’s AI-generated search summaries, known as AI Overviews, which have also been linked to declines in traffic for news outlets. Earlier this month, the Italian newspaper federation FIEG lodged a formal complaint with national regulators over the impact of AI Overviews on readership.
The EU will seek to measure the effect of Google’s practices on publishers’ revenues, particularly for established news organizations that rely on promotional content as part of their business model. The probe is expected to focus on traditional search results rather than AI-driven summaries and is scheduled to conclude within 12 months.
The EU has opened an investigation into whether Google is unfairly deprioritising news in search listings, a practice critics say dries up traffic and undermines media companies’ bottom line. Analysts say the case demonstrates Brussels’ determination to enforce digital regulations even amid pressure from Washington, where former President Donald Trump previously threatened tariffs against countries imposing strict tech rules.
