Google tightens spam policies amid dispute with EU Commission

Background of the proceeding

The adjustment of the spam policies concerns, among other things, the criteria according to which low-quality or manipulative content is downgraded in search results. In recent months, Google has repeatedly stressed that it takes the Commission's concerns seriously and is working on solutions. With the changes now presented, the company apparently wants to signal that it is prepared to open up its platforms more and facilitate competition.

Observers see the move as Google's attempt to preempt further escalation of the proceeding. Brussels has repeatedly made clear in the past that there will be no leniency for violations of the Digital Markets Act, or DMA for short. In theory, companies face penalties of up to ten percent of their global annual turnover for DMA violations.

The EU Commission itself has so far not publicly commented on the specific policy changes. Spokespersons for the authority merely referred to the ongoing proceeding and said they would closely examine the implementation of the measures. Observers expect the Commission to issue a statement in the coming weeks.

Reactions from the business community

Meanwhile, Google's competitors are preparing a response. Several smaller search engine operators and app developers have complained about the company's market power in recent years and, among other things, supported a lawsuit before European courts. They see the new policies as an initial success but are calling for more far-reaching structural changes.

For Google, more is at stake than the current fine. Should the Commission find further violations, additional penalties running into the billions could follow. The ongoing proceedings under the DMA, which provides for stricter rules for so-called gatekeeper platforms, also remain a significant risk for the company.

Outlook on further steps

According to Google, the adjustments will take effect gradually over the coming weeks. The company announced that the changes will initially be tested in Europe and the European Economic Area before a global rollout. In doing so, the company is also responding to the special role of the EU in regulating large digital corporations.

The dispute between Google and the EU Commission is part of a larger pattern: in recent years, Brussels has imposed proceedings and fines on several US tech companies in order to make the digital single market fairer. The clash with Google is considered a litmus test for the enforcement power of European competition authorities.