EU Launches Probe into Google Search, Red Bull Practices
Regulators are scrutinizing Google Search's controversial "site reputation abuse policy," alleging the mechanism systematically demotes media publishers' websites when those outlets feature content supplied by commercial collaborators. Google contends the safeguard combats artificial ranking manipulation; EU investigators will determine whether it instead stifles publishers' legitimate market activities, innovation capacity, and partnerships with third-party providers.
The stakes are substantial. Alphabet – Google's parent corporation – faces potential fines reaching 10% of annual global revenue for substantiated violations, escalating to 20% if infringements recur.
Teresa Ribera, EU Commission executive vice-president steering clean, just, and competitive transition policy, articulated the regulator's core grievance: "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."
On a parallel track, Brussels initiated an antitrust examination of Red Bull, zeroing in on alleged conduct that has strangled competition within the energy-drink segment exceeding 250 milliliters (8.4 fluid ounces) across off-trade retail channels—supermarkets, convenience stores, and fuel stations.
The investigation centers on assertions that Red Bull deployed financial inducements to force retailers to purge rival products from shelves, simultaneously leveraging its category-manager status to manipulate competitor visibility and shelf positioning.
Ribiera articulated the consumer protection dimension: "We want to see if these practices may be keeping prices high and limiting choice of energy drinks for consumers."
The European Commission clarified that initiating formal proceedings carries no predetermined conclusion regarding guilt or liability.
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