EU investigates Google’s site reputation policy for DMA compliance
The European Commission has opened formal proceedings to examine whether Google provides fair, reasonable, and non-discriminatory access to publishers’ websites on Google Search as required by the Digital Markets Act (DMA). The investigation focuses on Google’s site reputation abuse policy, which Google states is aimed at preventing manipulation of search rankings. Commission monitoring suggests the policy may be demoting news outlets and other publishers when they host content from commercial partners, a common and legitimate revenue model in the sector.
The inquiry will assess whether these demotions restrict publishers’ ability to conduct business, innovate, or collaborate with third‑party content providers, potentially infringing Articles 6(12) and 6(5) DMA. The Commission emphasized that opening proceedings does not imply wrongdoing but signals concerns that warrant deeper scrutiny. Alphabet’s Google Search, designated as a DMA gatekeeper in September 2023, has been subject to DMA obligations since March 2024.
If non‑compliance is established, Alphabet could face fines of up to 10% of global turnover, rising to 20% for repeat violations. In cases of systematic infringements, the Commission may impose structural or behavioral remedies to ensure effective compliance. The proceedings aim to conclude within 12 months, aligning with the DMA’s enforcement framework for gatekeepers’ core platform services.
This case will test the boundaries of gatekeeper policies that impact ranking and visibility of third‑party content, particularly where monetization models involve hosted partner material. The outcome will clarify how FRAND access and nondiscrimination obligations apply to search ranking policies, and may set important precedents for the interaction between content partnership practices and gatekeeper algorithmic enforcement under the DMA.
