The European Union (EU) has launched a fresh investigation into Google search over concerns it has been “demoting” commercial content from news media sites.

After close monitoring, the EU’s executive arm found certain content created with advertisers and sponsors was given such a low priority by Google that it was no longer visible in search results.

This included newspapers, for example, teaming up with a brand or betting firm to provide exclusive offers to readers, which could include affiliate links. The bloc found evidence that through a Google search, the sub-domain of the outlet would be “demoted to a point that users will not be able to find it anymore”.

For newspapers, this potentially unfair “loss of visibility and of revenue” could be the result of Google’s anti-spam policy, the European Commission noted. It said the probe will only look into the commercial content provided by third-parties, not the overall indexing.

The investigation will look at whether the tech giant breached the policy around “fair, reasonable and non-discriminatory conditions of access to publishers’ websites on Google search”, under the Digital Market Act (DMA).

The bloc highlighted that media partnerships with businesses selling goods and services are normal commercial practices in the offline world and should exist in the online world and be treated in a fair manner.

Teresa Ribera, European Commission Vice President, said: “We are concerned that Google’s policies do not allow news publishers to be treated in a fair, reasonable and non-discriminatory manner in its search results.

“We will investigate to ensure that news publishers are not losing out on important revenues at a difficult time for the industry, and to ensure Google complies with the Digital Markets Act.”

The Commission noted that opening the inquiry does not indicate a finding of wrongdoing and aims to conclude the investigation within 12 months.

As part of the process, the EU has asked media outlets to submit evidence of any impact to traffic and revenue as a result of Google placing this content as low priority within its search results.

If Google is found to be in breach of the DMA, it could face a fine of up to 20% of its revenue.

Ribera added: “Today we are taking action to ensure that digital gatekeepers do not unfairly restrict businesses that rely on them from promoting their own products and services.”