Alphabet’s Google has changed its spam policy in Europe after concerns from EU regulators raised the prospect of an antitrust fine.

The company faced scrutiny after publishers complained about its site reputation abuse policy. Google introduced the policy to tackle websites that host third-party content to manipulate search rankings, a practice often described as parasite SEO.

However, the European Union said its monitoring found that the policy could also hurt news organisations and other publishers. The impact was particularly concerning when publishers carried content from commercial partners.

Google changes enforcement in Europe

Google said the revised policy will take effect from August 30. The company will no longer apply certain manual actions that demote websites in Google Search for users across the European Economic Area.

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The affected region includes the 27 EU member states, as well as Iceland, Norway and Liechtenstein.

Google stressed that the change applies only within the European Economic Area. Its policy will remain unchanged in other markets.

The move follows growing scrutiny of how Google manages search rankings and third-party content.

EU regulators welcome the move

European Commission spokesman Thomas Regnier welcomed Google’s decision.

He said publishers and other businesses would no longer face what he described as unfair penalties when they host third-party material.

Regnier also said the Digital Markets Act had played an important role in securing the change.

Under the new approach, Google Search will no longer demote press publications simply because they host third-party content, according to the European Commission.

Digital Markets Act investigation

The European Commission opened an investigation under the Digital Markets Act (DMA) after concerns emerged over Google’s spam policy.

The DMA seeks to limit the market power of major technology companies and promote fairer digital competition.

The Commission said it would continue monitoring Google’s implementation of the revised policy. Officials will assess whether the company follows the DMA requirements.

The stakes are significant for Google. Companies that breach the DMA can face fines of up to 10% of their worldwide annual turnover.

What the policy means for publishers

The change could provide greater protection for news organisations and other publishers operating in Europe.

Publishers often work with commercial partners and host third-party material on their websites. Under the previous enforcement approach, such content could potentially trigger search-ranking penalties.

Google’s decision does not remove its broader efforts to combat search manipulation. Instead, it changes how certain manual actions apply within the European Economic Area.

The European Commission will now watch how Google applies the revised rules. The outcome could influence future debates over search rankings, publisher rights and Big Tech regulation in Europe.