The European Commission has opened formal proceedings against Google to assess whether the company’s practices under its “site reputation abuse policy” breach the Digital Markets Act (DMA) by unfairly demoting media and publisher content in Google Search results.
The investigation follows evidence suggesting that Google may be penalizing legitimate publishers whose websites include content from commercial partners, under the pretext of preventing manipulative ranking tactics. The Commission is concerned that this policy could hinder publishers’ ability to monetize their content, limit their freedom to conduct business, and stifle cooperation with third-party providers.
The case specifically examines whether Alphabet, Google’s parent company, is failing to apply transparent, fair, and non-discriminatory conditions of access to publishers’ websites—an obligation under Articles 6(5) and 6(12) of the DMA. These provisions are central to ensuring that digital “gatekeepers” like Google do not exploit their dominant position to disadvantage other businesses.
If the Commission finds evidence of non-compliance, it may impose fines of up to 10% of Alphabet’s global annual turnover, rising to 20% in cases of repeated infringement. In instances of systematic non-compliance, the Commission could also require structural remedies, including the divestiture of parts of the business or restrictions on future acquisitions.
Executive Vice-President Teresa Ribera stated that the investigation aims to ensure Google treats news publishers fairly and upholds competition in digital markets at a crucial time for media sustainability. Executive Vice-President Henna Virkkunen added that the case underscores the EU’s commitment to safeguarding fair competition, innovation, and media pluralism within the digital economy.
The Commission intends to conclude the investigation within 12 months of its initiation.