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Belgium Accuses Google of Demoting Commercial News in Search Results

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  Published in Media and Entertainment on Thursday, November 13th 2025 at 10:52 GMT by UPI

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Belgium Accuses Google of Demoting Commercial News in Search Results Amid EU Digital Regulation Push

On November 13 2025, the UPI reported a sharp turn of events in the ongoing battle over digital news distribution: the Belgian government, citing mounting evidence that Google Search was unfairly demoting commercial news content, has formally requested the European Commission to intervene and compel the tech giant to provide a transparent remedy. The complaint comes as the European Union (EU) rolls out a suite of new regulations under the Digital Services Act (DSA) and the Digital Markets Act (DMA), aimed at increasing fairness, transparency and competition in the digital economy.

What Is “Commercial News” and Why Does It Matter?

Commercial news refers to news outlets that operate on a for‑profit basis and generate revenue primarily through advertisements, subscription fees, or paywalls. In contrast, nonprofit or state‑run media operate on different financial models. The distinction matters because, under the EU’s Digital Services Act, search engines and social media platforms must provide fair access to news content for consumers, regardless of the outlet’s business model. The DSA also requires that paid or subscription‑based news be displayed in a transparent and unbiased manner, to ensure that users can make informed choices about the news they consume.

Google’s Ranking Algorithm: The “Black Box”

Google’s search ranking algorithm uses hundreds of signals to decide which pages appear at the top of a search result. These signals include page authority, relevance, user engagement, and increasingly, the “quality” of the source. Critics argue that the algorithm, in its quest for relevance and engagement, can implicitly penalize sites that charge for access or rely heavily on advertising. While Google maintains that its algorithm is neutral, the Belgian government claims that commercial news sites are consistently placed lower in the search results, thereby reducing visibility and revenue for these outlets.

Belgium’s Complaint and the EU’s Role

The Belgian Federal Public Service for Digital Economy and Communications (SPFD) submitted a formal complaint to the European Commission’s Directorate‑General for Competition. The complaint alleges that Google’s algorithmic practices violate EU competition law by creating a disadvantage for commercial news publishers. The Belgian government’s case is backed by a series of user‑experience studies and analytics reports that show a systematic downward trend in the ranking of commercial news sites for queries related to current events.

Under the Digital Services Act, the Commission has the authority to investigate and impose corrective measures on large digital platforms. The DSA also includes a “digital news package” that requires search engines to provide a dedicated news section and to offer a transparent algorithmic ranking of news content. Belgium’s complaint therefore aligns with the Commission’s mandate to ensure that search engines do not create “unfair barriers” for news providers.

Google’s Response

In a statement issued the day after the UPI article, Google said it “remains committed to transparency and fairness in our search results.” The company pointed to its existing “News Tab” and “Google News” service, which were designed to give news publishers a dedicated space. Google also noted that it periodically updates its ranking algorithms to reflect user preferences and engagement metrics, and that any changes to the ranking of commercial news are based on objective signals. Google’s spokesperson hinted at a forthcoming “algorithmic audit” to demonstrate compliance with the EU’s new regulations.

The Wider EU Landscape

Belgium is not alone in its concerns. German regulators, for example, have long challenged Google over its treatment of news content, arguing that the search engine gives preferential treatment to free or state‑run news outlets. In the United Kingdom, the Information Commissioner's Office (ICO) has investigated Google for potential breaches of the Digital Markets Act, specifically its “gatekeeping” responsibilities that could affect news providers. In the United States, the Department of Justice is simultaneously probing Google’s dominance in the search market, including how it may be stifling competition in the digital news ecosystem.

The convergence of these investigations indicates that regulators across the globe are converging on a common goal: ensuring that the digital platform that powers access to information does not discriminate against certain types of news content. This has significant implications for the viability of news organisations that rely on subscription or advertising revenue to sustain investigative journalism.

Potential Outcomes and Implications

The Belgian complaint could lead the European Commission to initiate a formal inquiry into Google’s search ranking practices. If the Commission finds evidence of anti‑competitive behavior, it could impose a fine or require Google to make algorithmic adjustments. Moreover, the EU may issue binding guidelines that force Google to adopt a “transparent ranking” system that clearly discloses the criteria used to prioritize news content.

For the news industry, a shift in Google’s algorithm could have a two‑fold impact. On the one hand, commercial news sites might see improved visibility and increased traffic, leading to higher subscription conversion rates. On the other hand, the competition for top ranking slots could intensify, prompting publishers to invest more heavily in search engine optimisation (SEO) and content marketing strategies.

For consumers, clearer algorithmic transparency could improve trust in search results, ensuring that they are not unduly nudged toward free or state‑run news outlets. However, critics warn that a heavy focus on algorithmic fairness might lead to a more homogenised news landscape, as search engines could favour large, well‑funded outlets that can better meet ranking signals.

Looking Ahead

Belgium’s formal complaint marks a pivotal moment in the EU’s fight against “algorithmic bias” in digital news distribution. The outcome will set a precedent for how regulatory bodies handle the relationship between search engines and news media—a relationship that is already under intense scrutiny worldwide.

The European Commission’s next steps will likely involve a deeper analysis of Google’s ranking methodology, perhaps demanding the release of internal ranking metrics or a third‑party audit. Whether Google can adapt its algorithm in a way that satisfies regulators, news publishers and consumers remains to be seen. What is clear, however, is that the stakes are high: the future of digital journalism, the health of the European news ecosystem, and the very nature of online information access could hinge on the outcome of this investigation.