The European Union has initiated a formal antitrust investigation into Google, alleging the tech giant is unfairly demoting content from media publishers within its search results. This move by Brussels regulators sets the stage for a potential new multibillion-euro penalty for the US-based company.
The Core of the Dispute
Announced on Thursday 13 November 2025, the probe centres on Google's 'site reputation abuse policy'. The European Commission, the EU's executive branch and top antitrust enforcer, stated it has received evidence suggesting this policy leads to the demotion of certain publishers' content.
Teresa Ribera, an Executive Vice-President at the Commission, clarified the regulator's position. "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," she said. Ribera added that the investigation aims to ensure publishers are not deprived of crucial revenue and that Google complies with the Digital Markets Act (DMA), the bloc's comprehensive rulebook designed to prevent tech monopolies.
Google's Defence and the Stakes Involved
Google has vehemently defended its policy. Pandu Nayak, Chief Scientist at Google Search, argued in a blog post that the measures are essential for protecting European users from "deceptive, low quality content and scams". He explained the policy targets spammers who use "shady tactics", such as buying paid-for content on reputable publisher sites to trick users.
Nayak labelled the EU investigation as "misguided and without merit," warning that it "risks harming millions of European users." He contended that failing to combat this behaviour would degrade the quality of Google Search for everyone.
However, the Commission views the policy as damaging a legitimate monetisation strategy for publishers, potentially breaching DMA rules that mandate digital 'gatekeepers' like Google must treat other businesses fairly.
Broader Context and Potential Consequences
This investigation occurs against a backdrop of ongoing tension between the EU and Big Tech, with Google frequently in the crosshairs. The probe must be concluded within 12 months.
The potential repercussions for Google are severe. If found guilty, its parent company, Alphabet, could face a fine of up to 10% of its annual global revenue. In an extreme scenario, the Commission has the power to force the dismantling and sale of parts of Google's business.
This is not an isolated case. The EU drew outrage from former US President Donald Trump in September after it fined Google 2.95 billion euros (£2.5 billion) for favouring its own advertising services. This was the fourth multibillion-euro antitrust fine for Google from Brussels since 2017, highlighting a persistent regulatory battle.
