EU launches antitrust probe into how Google’s anti-spam policy affects publishers’ search rankings

The European Commission has officially initiated an inquiry into Google's application of its 'site reputation abuse policy' and its effects on publishers. Announced on Thursday, the Commission's findings suggest that Google may be manipulating search rankings by demoting news media and other publishers' sites that feature content from their business partners. This action reportedly undermines a legitimate method for publishers to monetize their content. The investigation will explore whether Google’s policy infringes on publishers' rights to engage in legitimate business practices, innovate, and collaborate with third-party content providers. Google's official stance asserts that the policy is designed to prevent websites from artificially boosting their search rankings by publishing content from other sites to exploit their high-ranking signals. Pandu Nayak, Google's chief scientist for Search, expressed strong objections to the inquiry, referring to it as misguided and harmful to millions of users in Europe. He noted that a German court had previously rejected similar claims, affirming the validity and consistency of Google's anti-spam measures. Nayak emphasized that these policies are crucial for combating deceptive pay-for-play practices that could distort search results. Should the investigation uncover violations of the European Union’s Digital Markets Act (DMA), the Commission has the authority to impose fines amounting to 10% of Alphabet’s annual global revenue. If systematic infringements are identified, remedies could include divestiture or restrictions on future acquisitions. Notably, Google Search has been classified as a 'core platform service' under the DMA, granting the European Commission enhanced regulatory powers over the tech giant. Additionally, Google Search is currently facing another investigation concerning potential self-preferential practices in violation of DMA regulations.