EU prepares probe into Google's site reputation abuse policy

The European Commission is preparing to investigate Google over allegations that the company demotes news publishers in search results if they host sponsored or promotional content, according to the Financial Times on November 12, 2025. The probe would fall under the Digital Markets Act, marking another front in regulatory scrutiny of Google's search practices.

According to the Financial Times, sources indicate the Commission is set to announce the investigation as early as Thursday, November 14, 2025. The case centers on complaints from publishers who generate revenue through sponsored articles and third-party promotional content—revenue streams increasingly vital for media outlets struggling with digital advertising economics.

Site reputation abuse enforcement escalates

Google implemented its site reputation abuse policy in March 2024, specifically targeting what the SEO community calls parasite SEO. The policy prohibits third parties from posting low-quality content on trusted sites to exploit their domain authority for search rankings. Manual enforcement began in May 2024, with algorithmic detection remaining in development.

The company updated the policy in November 2024 to specify that content created with first-party oversight can still violate guidelines if its primary goal involves exploiting ranking signals. This expansion removed exceptions previously granted to publishers maintaining editorial control over sponsored sections.

Google defended the policy by stating such content confuses or misleads users. The company has issued manual actions against sites hosting promotional content in subdomains or subfolders, with Forbes Advisor experiencing significant ranking drops in September 2024 following enforcement.

Digital Markets Act enforcement framework

The investigation would proceed under the Digital Markets Act, which designated Google as a gatekeeper in May 2023. According to the Financial Times report, the legislation bars tech gatekeepers from unfairly favoring their own services or penalizing others without justification. Companies found violating DMA provisions face fines reaching 10% of global revenue.

Google has faced dozens of antitrust investigations globally, examining whether it abused dominance in search, advertising, and mobile ecosystems. The European Commission imposed a €2.95 billion fine in September 2025 for advertising technology violations. The DMA grants regulators broad enforcement powers over platforms controlling critical digital infrastructure.

Publishers argue Google's site reputation abuse policy creates an impossible choice: lose search traffic by hosting sponsored content or forfeit revenue essential for sustaining operations. Many news organizations depend on sponsored articles, native advertising, and affiliate content to supplement declining advertising income.

Technical implementation raises questions

According to Chris Nelson from Google's Search Quality team, the company's systems can now identify when subdomains or content sections differ substantially from main site content. This capability allows Google to evaluate website subsections independently rather than granting site-wide authority benefits.

The technical approach mirrors previous crackdowns on parasite SEO, where third parties published content on high-authority domains primarily to manipulate rankings. However, publishers contend their sponsored content maintains editorial standards and relevance to audiences—distinguishing it from manipulative spam tactics.

Glenn Gabe, SEO Consultant at G-Squared Interactive, noted on social media platform X that Google's enforcement particularly affects publishers hosting third-party promotional content. "Claims that Google demoted publishers who carry paid promotional content, such as sponsored articles," Gabe wrote, sharing news of the Financial Times report on the impending investigation.

Regulatory context expands

The Financial Times reports the European Commission probe adds to mounting regulatory pressure on Google. In December 2024, over 20 European price comparison websites criticized Google's search modifications, claiming they failed to address fundamental DMA requirements regarding self-preferencing.

Publishers recently filed antitrust complaints targeting Google's AI Overviews feature, alleging the company uses publisher content for AI-generated summaries without providing opt-out options. Those complaints cited traffic declines exceeding 34% when AI summaries appear in search results.

The Commission's investigation into site reputation abuse adds to Google's regulatory challenges in Europe. The company submitted a comprehensive response to DMA review consultations in September 2025, claiming compliance efforts degraded services and resulted in €114 billion in losses for European businesses.

Publisher economics under pressure

Media companies face mounting financial pressure as advertising revenues decline and digital platforms control traffic distribution. Sponsored content, native advertising, and affiliate partnerships generate significant income for publishers unable to sustain operations through subscriptions alone.

Google's enforcement against site reputation abuse creates tension between the company's stated goal of improving search quality and publishers' need for diverse revenue streams. Some industry observers question whether Google applies consistent standards or targets specific business models.

The policy particularly affects publishers operating sponsored content sections under separate brands or in distinct subdomains. Google's systems now evaluate these sections independently, potentially removing ranking benefits previously inherited from the main domain's authority.

Barry Schwartz of Search Engine Roundtable reported Forbes completely removed its coupon directory in May 2024, likely responding to site reputation abuse enforcement. The directory served 410 status codes, indicating permanent removal rather than temporary blocking.

Legal and competitive implications

If the Commission proceeds with formal investigation proceedings, Google must respond to detailed information requests and potentially modify its policies. According to the Financial Times, DMA enforcement mechanisms allow regulators to impose interim measures preventing further harm during investigations.

The case highlights fundamental questions about platform power over digital publishing. Google's search engine controls significant traffic to news sites, giving the company substantial influence over publisher business models and content strategies.

Publishers argue the site reputation abuse policy lacks clear guidance on acceptable sponsored content practices. Google maintains the policy targets manipulation rather than legitimate business arrangements, but enforcement decisions remain opaque to affected sites.

The investigation could establish precedents for how DMA provisions apply to search ranking algorithms and content evaluation systems. European regulators have emphasized that gatekeepers cannot use their market position to restrict business users' ability to generate revenue through third parties.

Industry reactions and speculation

SEO experts speculate whether enforcement targets specific publisher types or applies uniformly across all sites hosting third-party content. The manual nature of enforcement rather than algorithmic implementation has raised consistency concerns.

Ann Smarty, Co-Founder of Smarty Marketing, suggested manual enforcement might reflect challenges in implementing algorithmic detection for site reputation abuse. "The reason why Site Reputation Update is manual and not algorithmic is probably because it is shaking the very fundamentals of Google's search algorithm: Site authority, brand strength and backlinks," Smarty stated.

Publishers await clarity on which sponsored content arrangements comply with Google's policies and which trigger manual actions. The lack of algorithmic enforcement means sites cannot predict whether their content violates guidelines until receiving manual action notifications through Search Console.

Google's November 2024 policy update eliminated the first-party oversight exception, suggesting any content primarily designed to exploit ranking signals violates guidelines regardless of editorial involvement. This interpretation potentially captures legitimate publisher-advertiser relationships.

What happens next

The European Commission typically announces investigations publicly, providing details on specific DMA provisions under examination. Google would receive formal statements of objections outlining alleged violations and supporting evidence.

The company can respond with arguments and evidence defending its policies and practices. The Commission evaluates responses before issuing preliminary findings or proceeding to final decisions. DMA investigations move faster than traditional antitrust cases, with streamlined procedures for gatekeeper enforcement.

Publishers may submit formal complaints providing evidence of traffic losses and revenue impacts from site reputation abuse enforcement. These submissions could influence Commission assessment of whether Google's policies constitute unfair treatment of business users.

The investigation adds to ongoing debates about platform power, publisher sustainability, and appropriate regulatory frameworks for digital markets. European regulators have demonstrated willingness to challenge major technology companies through both traditional antitrust enforcement and new legislation like the Digital Markets Act.

Timeline

• March 2024: Google implements site reputation abuse policy targeting parasite SEO practices
• May 2024: Google begins issuing manual penalties for site reputation abuse violations
• May 2024: Forbes removes coupon directory following policy enforcement
• September 2024: Forbes Advisor experiences significant ranking drops amid site reputation abuse scrutiny
• September 2024: Google updates web search spam policies with detailed site reputation abuse definitions
• November 2024: Google eliminates first-party oversight exception from site reputation abuse policy
• December 2024: European comparison sites criticize Google's DMA compliance efforts
• November 12, 2025: Financial Times reports European Commission prepares investigation into Google over site reputation abuse claims

Summary

Who: The European Commission is preparing to investigate Google following complaints from news publishers who depend on sponsored content revenue. The probe involves the Commission's antitrust enforcement division and Google as the designated gatekeeper under Digital Markets Act provisions.

What: The investigation examines claims that Google demotes publishers in search results if they host sponsored articles or promotional content, according to the Financial Times. Publishers allege this creates an unfair choice between maintaining search visibility and generating revenue through third-party content partnerships. The case falls under site reputation abuse policy enforcement.

When: The Financial Times reported on November 12, 2025, that sources indicate the Commission plans to announce the investigation as early as Thursday, November 14, 2025. Google implemented its site reputation abuse policy in March 2024, with manual enforcement beginning in May 2024. The November 2024 policy update eliminated exceptions for content with first-party oversight.

Where: The investigation proceeds under European Union jurisdiction through the Digital Markets Act framework. The case affects publishers operating across European markets and Google's search practices in the region. DMA enforcement applies to gatekeepers controlling critical digital infrastructure serving European users.

Why: Publishers generate significant revenue from sponsored content and native advertising arrangements. Google's site reputation abuse policy targets content published primarily to manipulate search rankings by exploiting domain authority. Publishers argue the policy unfairly restricts legitimate business models essential for media sustainability. The Commission must determine whether Google's enforcement violates DMA provisions prohibiting gatekeepers from penalizing business users without justification.