Amid the dominance of artificial intelligence and digital competition, the European Union is not standing still in its fight for a fair internet. On 13 November 2025, the European Commission announced an investigation into Google, accusing the company of “demoting” commercial content from news media. This could be a turning point for press publishers fighting to survive online.
What is the EU accusing Google of?
According to a statement from the European Commission, Google gives low priority to content created in cooperation with advertisers and sponsors on news media websites. As a result, such material becomes practically invisible in search results, leading to a drop in traffic and revenue for publishers. The investigation is based on the Digital Markets Act (DMA), legislation regulating competition in the technology sector, which requires Google to apply fair, reasonable and non-discriminatory conditions of access to publishers’ sites.
An example? Imagine a newspaper subpage offering discounts on Nike shoes or holidays, a standard commercial practice. However, according to the EU, Google’s algorithms may “hide” such subdomains, making them unavailable to users. “We are concerned that Google’s policies do not allow news publishers to be treated in a fair, reasonable and non-discriminatory way in search results,” said Teresa Ribera, Vice-President of the European Commission for a Clean, Just and Competitive Transition.
The investigation focuses solely on commercial content provided by third parties, without affecting the general indexing of news sites or their reporting. The Commission plans to gather evidence from publishers on the impact of these practices on traffic and revenue.
Google's response: "The investigation is baseless"
Google has not stayed silent. In an official statement, the company called the investigation “misguided” and “baseless”, arguing that its anti-spam policy aims to build “trustworthy results” and combat “deceptive pay-for-play tactics” that degrade search quality. Google points to a decision by a German court that rejected similar allegations, finding the policy to be legitimate, reasonable and consistently applied.
“The investigation announced today into our anti-spam efforts is misguided and risks harming millions of European users,” Google wrote on its blog.
Why does this matter for the media?
The media industry faces enormous challenges, from falling advertising revenue to threats posed by AI. European Commission President Ursula von der Leyen stressed in her State of the Union address that protecting traditional media from digital giants is crucial. If the EU proves violations, Google could be fined up to 20% of its global revenue, which amounts to billions of euros.
For publishers, this is an opportunity to level the playing field. Partnerships with brands, such as promotions or sponsored content, are the norm offline. Why should they be penalised online? The investigation could force Google to make changes, improving visibility and monetisation for European media.
Impact on small publishers: Invisible in Google's algorithms
These practices are particularly harmful to small and new publishers, who often remain invisible in Google’s algorithms, which favour media giants. Webmasters and owners of small sites accuse the company of algorithmic suppression, leading to a drop in visibility and traffic, while large media corporations dominate search results. This discrimination makes it harder for independent voices to grow online, deepening inequalities in access to audiences and advertising revenue.
Broader context: The fight for digital fairness
This is not the EU’s first clash with Google. Earlier fines for anti-competitive practices in digital advertising (such as 2.95 billion euros in 2025) show that Brussels takes the regulation of tech giants seriously. The DMA is a tool to ensure that platforms like Google do not abuse their dominant position.
What next? Publishers will soon provide data on their losses. If the investigation confirms violations, it could open the door to changes in search algorithms not only in Europe, but globally. For users? More diverse content, but also potentially more sponsored material in search results.
In an era when information is currency, investigations like this remind us that the internet cannot be a wild west. Will Google back down, or will it fight in the courts? We will follow developments, as this is a battle over the future of media online.
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