Introduction to the Issue
Google has responded to the European Commission’s investigation into its site reputation abuse policies, stating that the probe is "misguided" and could harm millions of European users. The company’s Chief Scientist for Search, Pandu Nayak, wrote a blog post defending Google’s policies, arguing that they protect users from scams and low-quality content.
Background on the Investigation
The European Commission launched an investigation under the Digital Markets Act to examine whether Google’s anti-spam policies unfairly penalize legitimate publisher revenue models. Publishers have complained that Google demotes news sites that run sponsored content and third-party promotional material. EU antitrust chief Teresa Ribera expressed concerns that Google’s policies do not treat news publishers in a fair and non-discriminatory manner.
Google updated its site reputation abuse policy last year to combat parasite SEO, a practice where spammers pay publishers to host content on established domains to manipulate search rankings. The policy targets content like payday loan reviews on educational sites or third-party coupon pages on news publishers. Google provided specific examples of weight-loss pill spam and payday loan promotions.
Google’s Defense
Google’s response emphasized three key points. Firstly, a German court dismissed a similar claim, ruling that the anti-spam policy was "valid, reasonable, and applied consistently." Secondly, Google argued that its policy protects users from scams and low-quality content, and that allowing pay-to-play ranking manipulation would enable bad actors to displace legitimate sites. Thirdly, Google claimed that smaller creators support the crackdown, as it helps level the playing field for legitimate sites competing on content quality.
Nayak argued that the Digital Markets Act is already making search less helpful for European businesses and users, and that the new probe risks rewarding bad actors. Google has relied exclusively on manual enforcement so far, with human evaluators reviewing sites for spam content.
The Impact on Publishers
The investigation creates a conflict between spam enforcement and publisher business models. Google maintains that parasite SEO degrades search results, regardless of who profits. Publishers argue that sponsored content with editorial oversight provides legitimate value and revenue during challenging times for media. The distinction matters, as Google’s policy could restrict how news organizations monetize content if it captures legitimate publisher-advertiser partnerships.
Looking Ahead
The European Commission will gather evidence and define the specific DMA provisions under examination. Google will receive formal statements of objections outlining alleged violations and can respond with arguments defending its policies. The outcome could force changes to how Google enforces spam policies in Europe or validate its current approach to protecting search quality.
Conclusion
The investigation into Google’s site reputation abuse policies highlights the ongoing debate between spam enforcement and publisher business models. While Google argues that its policies protect users from scams and low-quality content, publishers claim that they unfairly penalize legitimate revenue models. The outcome of the investigation will have significant implications for the future of search and online publishing in Europe. As the European Commission gathers evidence and defines the specific DMA provisions under examination, Google and publishers will be watching closely to see how the probe unfolds and what changes may be made to Google’s spam policies.