Google Updates Spam Policy in Europe to Avoid Antitrust Fine

Google has modified its site reputation policy within the European Economic Area (EEA) in an effort to avert antitrust penalties from the European Union. The updated policy, effective August 30, will cease the application of manual actions that demote websites in Search results for users within the EEA.

The adjustment targets Google's site reputation policy, which has been used to lower website rankings in search results. In a blog post, the company stated that following discussions with the European Commission, it is modifying its enforcement approach within the EEA. Google expressed concern that an overly broad application of the Digital Markets Act (DMA) could hinder its ability to address threats to search result integrity, but believes this approach will enable it to combat manipulation of search results for users.

"Site reputation abuse" is defined as when third-party content is published on a host site primarily to capitalize on the ranking it has earned from its own first-party content, a practice commonly referred to as "parasite SEO." Companies found in breach of the EU's DMA face penalties of up to 10% of their global annual turnover.

The European Commission launched an investigation into Google last November under the DMA following complaints from publishers regarding its site reputation policy. The investigation indicated that Google's algorithms and manual actions had intentionally lowered the search rankings of legitimate news outlets and publishers when their platforms featured sponsored commercial partner content.

Other tech companies, including Apple and Meta, have previously been fined for DMA violations. Google itself has faced significant penalties in the past, including for favoring its own services in search results. The new policy within the EEA does not affect Google's operations in India.