BRUSSELS, November 14, 2025: The European Commission has opened a formal antitrust investigation into Google over its spam policy, examining whether the company’s enforcement of new search-ranking rules breaches the European Union’s Digital Markets Act (DMA). The inquiry focuses on Google’s “site reputation abuse” policy, introduced in March 2024, which aims to curb practices known as “parasite SEO.” The policy penalizes websites that host third-party content intended primarily to manipulate search rankings. European regulators are assessing whether the policy has been applied in a way that unfairly disadvantages legitimate publishers, news outlets, and commercial content partners that depend on third-party collaborations for online visibility.
In a statement announcing the probe, the Commission said it had received multiple complaints from publishers and media organizations across the bloc, alleging that Google’s policy demotes their content in search results. Officials noted that early findings suggest the implementation of the policy “may distort fair competition and limit access to audiences for lawful commercial content,” potentially undermining a key source of revenue for European media companies. Under the Digital Markets Act, large online platforms designated as “gatekeepers” are required to treat business users fairly and transparently.
The Act grants the Commission broad authority to investigate and penalize companies found to be engaging in discriminatory practices. If violations are confirmed, Google could face fines of up to 10 percent of its global annual turnover, and higher penalties for repeated non-compliance. Google has defended the policy as a necessary measure to protect users from low-quality and misleading material. The company stated that the changes were designed to maintain search integrity by reducing manipulative content practices that exploit trusted domains. A spokesperson for Google said the company will cooperate fully with the European Commission and expressed confidence that its approach complies with EU law.
Brussels questions impact of Google’s policy on publishers
The probe is the latest in a series of regulatory challenges Google faces in Europe as authorities intensify oversight of major technology firms under the DMA framework. The Commission has already opened cases involving advertising transparency, data sharing, and app store practices targeting several large digital platforms. The investigation into Google’s spam policy represents one of the first to focus specifically on search algorithms and content-ranking systems introduced after the DMA came into force earlier this year. The European Commission has not provided a timeline for the proceedings. Officials said the investigation will examine whether Google’s measures are proportionate, transparent, and consistent across different categories of online publishers.
The Commission emphasized that the inquiry is aimed at ensuring compliance with competition standards rather than restricting legitimate content moderation practices. Industry analysts note that the case comes amid broader tensions between large digital platforms and European media companies, many of which rely heavily on search traffic for advertising revenue. Publishers have argued that sudden changes in ranking policies can significantly affect their visibility and income, particularly as the media sector continues to face financial strain from shifting consumer behavior and the rise of artificial intelligence-driven content.
EU commitment to enforce fairness in online ecosystems
Google’s parent company, Alphabet Inc., remains under ongoing scrutiny from EU regulators following multiple antitrust cases over the past decade involving advertising, shopping, and Android software practices. The latest probe underscores Brussels’ determination to enforce the Digital Markets Act and to hold dominant tech companies accountable for actions that may impede fair competition in the European digital economy. The investigation will continue in the coming months as officials collect data and conduct interviews with affected parties.
The Commission said that any decision on potential violations or penalties will follow a detailed assessment of Google’s policy framework, its application, and its compliance with the obligations set out under the DMA. Officials confirmed that the review will include consultation with affected publishers, advertisers, and digital stakeholders to ensure an evidence-based outcome. The assessment will also evaluate whether Google provided sufficient transparency about how its spam policy influences search rankings, traffic flow, and monetization potential for business users. Regulators emphasized that the process will be conducted independently and in accordance with established EU procedural standards. – By Content Syndication Services.