EU Investigates Google Over News Content Demotion
The European Union has initiated an investigation into Google, alleging that the tech giant unfairly lowers the ranking of commercial content from news media websites in its search results.
The European Commission, which is the executive branch of the EU, made this announcement following observations that various content produced by news organizations in collaboration with advertisers was being prioritized so poorly by Google that it often did not appear in search results. Officials expressed concerns that this “loss of visibility and revenue” for the media outlets might stem from Google’s anti-spam policies.
According to the Digital Markets Act (DMA), which oversees competition in tech, Google is required to provide “fair, reasonable, and non-discriminatory” access conditions for publishers’ websites in their search services. The commission clarified that the focus of this investigation is not on how newspapers are indexed or covered by Google in general, but rather on the specific commercial content generated by third parties.
Partnerships between media and companies selling various products, such as vacations or sportswear, are typically considered standard practice offline. Officials argue that equitable online platforms like Google should also foster these collaborations. For instance, there are indications that if a newspaper teamed up with a brand like Nike for discounts, the newspaper’s subdomain could be so demoted that it becomes nearly inaccessible in Google Search, harming the newspaper’s visibility.
Teresa Rivera, the executive vice president focused on fair competition policies at the European Commission, expressed worries that “Google’s policies do not permit fair or reasonable treatment of news publishers in search results.” In the coming days, the commission plans to request evidence from publishers regarding the impact of these alleged unfair practices on their traffic and revenue.
In response to the investigation, Google labeled it as “misguided” and lacking merit. In a blog post, the company pointed out that a German court had previously dismissed a similar claim, supporting the effectiveness and fairness of its anti-spam measures. Google argues that these policies are intended to ensure “trustworthy results” and to counter deceptive practices that could degrade search outcomes.
The EU emphasizes the importance of supporting traditional media, especially as it competes in online spaces. This follows recent comments from President Ursula von der Leyen regarding the overall risks facing media due to the rise of AI and other funding challenges.
Officials have noted that this investigation is part of a standard process that could result in fines up to 20% of revenue but only if Google is found to be in “systematic violation.”
