The EU’s new probe into Google Search asks a simple question with big consequences: are news publishers being unfairly pushed down when their pages include affiliate or sponsor content, and does that tilt visibility toward brand websites? Below is a clear, practical breakdown of what’s being investigated under the Digital Markets Act (DMA), what could change in the search results, and how both publishers and brands can prepare right now.
The European Commission opened a Digital Markets Act investigation into whether Google Search demotes some publisher pages that include sponsored or affiliate content. The case tests fair access for publishers and could shift how news results and brand content appear for commercial queries. Timeline, risks, and action steps are below.
- Probe announced: mid November 2025.
- Legal base: Digital Markets Act gatekeeper obligations.
- Focus: treatment of publisher pages that include commercial elements.
Timeline at a glance
Google Search designated as a gatekeeper with compliance due from March 2024.
Proceedings launched to review possible demotion linked to commercial elements on publisher pages.
Whether access for publishers is fair and non discriminatory and how anti spam enforcement interacts with sponsorship and affiliate disclosures.
Who gains or loses visibility if rules change
| Query type | If unfair demotion is found | If current approach stands |
|---|---|---|
| “Best X for Y” and product roundups | Publisher roundups with clear disclosures may regain positions and snippets. | Brand category pages and non affiliate editorial may keep a relative edge. |
| “Brand + review” and comparisons | News sites with sponsored sections could see improved stability if equal treatment is enforced. | Brand owned comparison hubs may retain visibility where publisher sponsorship flags weigh against them. |
| “How to choose” advice content | Publisher explainers that host ads or partner modules are less likely to drop for commercial presence alone. | Brand guides continue to perform where user intent is transactional and publisher pages look promotional. |
Action steps for publishers and brands
- Disclose clearly and keep editorial independence obvious. Separate ad modules from core content.
- Show quality with author bios, methods, sources, dates, and change logs.
- Diversify traffic via newsletters, apps, push, and forum friendly explainers.
- Structured data hygiene so pages do not resemble thin commerce.
- Balance owned and earned. Build brand guides and maintain relationships with credible publishers.
- Co create properly with transparent sponsorships and supportive editorial independence.
- SERP insurance through neutral educational pages that can rank regardless of outcome.
- Track volatility on pages that include affiliate or sponsor elements.
- Document changes with a simple log of edits, disclosures, and layout moves.
- Prepare submissions so you can provide evidence quickly if visibility shifts after the probe.
Risk and opportunity by content model
| Content model | Near term risk | Near term opportunity |
|---|---|---|
| Affiliate roundups | May be flagged as commercial and face demotion until rules clarify. | If equal treatment is affirmed, positions could rebound with proper disclosures. |
| Sponsored explainers | Ambiguity around sponsorship versus spam signals can cause volatility. | Clear separation of sponsor blocks and strong editorial signals protect rankings. |
| Brand comparison hubs | If rebalancing favors publishers, some brand hubs may lose share. | Own more independent tests and buyer guides to retain trust. |
Back of the envelope visibility estimator
Estimate traffic at risk if affiliate or sponsored pages move by two positions after the outcome.
Signals to watch during the probe
- Rank swings on pages that include sponsorship or affiliate disclosures.
- Snippet and Top Stories composition for product leaning queries.
- Policy clarifications about how commercial elements are detected and weighed.
Prepared statement blocks
We separate editorial choices from commercial relationships. When we include affiliate links or sponsorships, we label them and apply the same testing and sourcing standards to all products.
Our comparison pages aim to help buyers choose with clear criteria and real use tests. We welcome independent reviews and will link to updated results where appropriate.
Context for 2025 to 2026
Enforcement is testing how anti spam policies interact with non discrimination obligations for gatekeepers. If regulators push for changes you could see more stable visibility for credible news publishers even when commerce is present. If the current approach is upheld brands may keep an edge on commercial queries unless publisher pages strengthen proof of independence and quality signals.
This is designed to give the reader a neutral, practical view of a moving policy issue. Use the watchlist and estimator to plan for upside and downside. Keep disclosures clean, quality signals strong, and your content mix balanced so either outcome is manageable.
