Brussels Investigates Google Over News Ranking Allegations

The European Commission is set to investigate if Google is unjustly lowering the visibility of news websites in its search results, accordin...

The European Commission is set to investigate if Google is unjustly lowering the visibility of news websites in its search results, according to a policy the company claims aims to combat spam.

The European Union's executive branch stated on Thursday that it has identified "signals" suggesting that news websites are being ranked lower in search results when they feature promotional content from external sources, a practice that a Commission representative referred to as a "valid business strategy" for news outlets.

It is alleged that Google may have implemented its policy in a manner that lacks proper justification concerning news content, resulting in "revenue loss" and "reduced visibility" for media outlets, according to the spokesperson.

The technology firm retaliated later on Thursday with astatementwhere its Chief Scientist for Search, Pandu Nayak, characterized the investigation as "misguided and potentially damaging to millions of European users."

The examination will focus on Google's U.S. parent corporation.Alphabet, and carried out under the EU’s Digital Markets Act (DMA), a set of regulations that has been in effect since 2023 and aims to tackle the market power of so-called digital gatekeepers.

If Alphabet is found violating the DMA's regulations regarding fair, reasonable, and non-discriminatory access for business users like news publishers, it could face a penalty of up to 10% of its global annual revenue.

The start of the inquiry occurs in spite of US President Donald Trump's warnings topunish countriesimposing strict digital regulations along with additional taxes in an effort to protect American technology firms, and is regarded as more evidence that Brussels is proceeding with its digital policies despite pressure from the United States.

Google is currently dealing with individual EU investigations under the Digital Markets Act due to worries that it is favoring its own vertical search services over competitors and making it difficult for app developers to direct users away from its app store.

Shift attention towards conventional rather than AI-driven search methods

This new investigation is set to concentrate on Google's "site reputation abuse policy," introduced in March 2024.

It seeks to address methods where websites publish marketing material in a calculated effort to influence Google's ranking system and climb higher in search results.

The probe seeks to examine if this policy favors or disadvantages established news organizations, which frequently feature sponsored advertising.

A representative from the European Commission, who spoke under the condition of anonymity on Thursday, mentioned that the policy might result in websites being excluded entirely from Google's search index, but refused to confirm if there was proof that news sites had been removed because of it.

However, Google stated that its policy was essential to maintain a fair environment for websites and to address "deceptive methods" employed to "rank higher than other sites."

"A surprising new inquiry has the potential to reward those with malicious intent and lower the standard of search outcomes," states a comment from Google's head of search science, Nayak.

Users in Europe deserve improved experiences, and we will keep supporting the policies that ensure people have confidence in the search results they encounter on (Google).

The company further states that the investigation is "baseless," as a German court previously rejected a comparable allegation and determined that the company's anti-spam policy was "valid, fair, and implemented uniformly."

The present case, however, does not involve Google's AI-generated summaries, referred to as AI Overviews, which are displayed at the top of search results and are thought to have caused a significant decline in search traffic for news websites.

This month, the Italian newspaper federation FIEG filed an official complaint with the national communications authority, requesting an investigation into the effects of AI Overviews on its audience.

It is thought that the investigative team will seek to determine, in specific terms, the extent of the impact Google's actions have on publishers' income.

The Commission's investigation is anticipated to be completed within a year.