Alphabet’s Google has proposed changes to its spam policy following criticism from publishers and scrutiny from European Union regulators, according to reports.
The move could help the technology giant avoid a potential antitrust fine under the EU’s Digital Markets Act.
Google came under regulatory pressure after publishers complained about the company’s site reputation abuse policy, which targets a practice commonly known as parasite SEO. The tactic involves publishing third-party pages on a website to exploit the host site’s search ranking signals and improve visibility in Google search results.
The complaints prompted the European Commission, the EU’s competition watchdog, to launch an investigation into Google in November under the Digital Markets Act. The legislation was introduced to curb the dominance and market power of major technology companies.
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According to the document, Google has now suggested modifications to align its policy with DMA requirements. Interested parties have been given until next week to submit feedback on the proposed changes.
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The European Commission said its monitoring showed that Google’s spam policy lowers the ranking of news organisations and other publishers when their websites contain material from commercial partners. Regulators argued that the policy affects a common and legitimate method used by publishers to generate revenue from their online content and platforms.
Under the Digital Markets Act, companies found violating the rules can face penalties of up to 10 percent of their global annual turnover.
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Google has not publicly detailed the exact revisions it plans to introduce, but the case highlights growing tensions between major technology platforms and publishers over search visibility, advertising revenue and online competition rules.
The EU has increased enforcement efforts in recent years, arguing that dominant digital companies must ensure fair treatment for businesses that rely on their platforms for audience reach and monetization.