The European Union has initiated a formal investigation into Google Search, focusing on allegations that the tech giant has been systematically demoting commercial content from news media sites within its search results.
Understanding the Core Complaint
European Commission officials revealed that monitoring activities identified concerning patterns where certain commercial content—created through partnerships between news publishers and advertisers—was being given such low priority in Google's search rankings that it became effectively invisible to users.
This dramatic loss of visibility directly translates to lost revenue opportunities for media organisations at a time when the industry faces significant financial pressures. The investigation specifically examines whether this practice violates the Digital Markets Act (DMA), which mandates that gatekeepers like Google must apply "fair, reasonable and non-discriminatory conditions" for publisher access to its search platform.
Scope and Specifics of the Investigation
Commission officials were careful to clarify that the probe does not target Google's general indexing of news sites or standard reporting in search results. Instead, it concentrates specifically on commercial content provided by third parties through publisher partnerships.
These media-business collaborations, where newspapers might partner with companies ranging from holiday providers to sportswear brands like Nike to offer special discounts or promotional content, represent "normal commercial practice in the offline world" that should have fair representation in digital marketplaces.
Teresa Ribera, Executive Vice-President for clean, just and competitive transition policies at the European Commission, stated: "We are concerned that Google's policies do not allow news publishers to be treated in a fair, reasonable and non-discriminatory manner in its search results."
Broader Implications and Next Steps
The investigation emerges against a backdrop of growing concern about the viability of traditional media in the digital age. The EU cited recent comments from European Commission President Ursula von der Leyen, who warned that "the media at large is at risk" amid the rise of artificial intelligence and widespread threats to media funding.
Officials will now gather evidence from publishers demonstrating impacts on their traffic and revenues allegedly resulting from Google's practices. While the investigation could potentially lead to fines of up to 20% of revenue, officials stressed this would only occur if "systematic non-compliance" is proven.
Ribera emphasized the Commission's determination to "ensure that news publishers are not losing out on important revenues at a difficult time for the industry" and to verify Google's compliance with the Digital Markets Act. The company has noted that the investigation does not involve its advertising services, which it considers separate from organic search results.
