The European Commission has officially opened a major investigation into Google, focusing on whether the tech giant unfairly disadvantages media and news publishers in its search results. The probe seeks to ensure that Google adheres to the principles of fairness and non-discrimination required under the Digital Markets Act (DMA).

Background of the EU’s Google Probe

The EU’s executive arm announced the investigation on Thursday, stating that it will examine Google’s policies regarding the treatment of content from publishers on Google Search. This scrutiny comes after concerns that certain commercial content on publisher websites could lead to demotion in search rankings.

Google has defended the policy, claiming it is intended to prevent manipulation of search results. However, regulators are concerned that these practices may restrict publishers’ ability to innovate, conduct legitimate business, and collaborate with third-party content providers.

EU’s Concerns Over Fairness in Search Rankings

European Commission Vice President Teresa Ribera emphasized the importance of protecting news publishers. She 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. We will investigate to ensure that news publishers are not losing out on important revenues at a difficult time for the industry, and to ensure Google complies with the Digital Markets Act.”

The investigation is intended to determine whether Google’s practices violate the DMA, which sets strict rules for fair competition in digital markets.

Potential Consequences for Google

The EU clarified that opening an investigation does not imply wrongdoing. However, if violations are found, Google could face significant penalties:

• Fines of up to 10% of global annual revenue for a single violation
• Up to 20% for repeated offenses
• In severe cases, structural remedies such as a potential breakup of the company

Google and its parent company, Alphabet, have faced multiple EU fines in the past, totaling around €8 billion ($9.2 billion) since 2018, including a record €4 billion fine over Android-related practices.

Timeline and Next Steps

The European Commission aims to conclude the investigation within 12 months. Meanwhile, the tech industry and media organizations are closely watching the case, as it could reshape search engine practices and impact how news content is prioritized online.

This investigation reflects the EU’s broader effort to ensure transparency, fairness, and accountability in digital markets, holding major tech companies accountable for policies that may disadvantage publishers or limit competition.