Google is changing how it applies part of its search spam policy across the European Economic Area, after European regulators raised concerns about the system's impact on publishers. The change concerns Google's policy on so-called site-reputation abuse, which can affect websites hosting third-party material intended to manipulate search rankings.
The dispute developed because publishers argued the enforcement system could also catch legitimate media organisations working with commercial partners. Google has now said manual demotion actions under that specific policy will no longer apply to users in the EEA, effective August 30.
The move is another example of Europe's increasingly aggressive approach to regulating major technology companies. The EU's Digital Markets Act gives regulators significant power to challenge practices involving dominant digital platforms, and the European Commission has welcomed the change while continuing to monitor Google's compliance.
The underlying issue is larger than one spam policy: search engines increasingly determine which information people see, which businesses receive traffic, and which publishers stay visible to audiences — giving companies that operate search platforms enormous influence over the information ecosystem. European regulators are attempting to ensure that influence isn't used unfairly.