Observed Signal · May 8, 2026 · Policy Update · Source: onlinemarketing.de · Impact: 4/5 · Sentiment: Neutral
Google May Loosen EU Spam Rules on 'Site Reputation Abuse'
Google is reportedly proposing an adjustment to its spam policy in the EU that could re-allow the practice known as Site Reputation Abuse (also called parasite SEO). The change would respond to an EU Commission probe opened in November 2025 that examines whether Google's demotion of publisher pages violates the Digital Markets Act. Reuters and Bloomberg say a draft submitted to the Commission outlines an EU-specific change, though details were not published. Google previously updated spam policies in 2024 and in March 2026 to penalize Expired Domain Abuse, Scaled Content Abuse and Site Reputation Abuse. Allowing Site Reputation Abuse in the EU could benefit publishers that embed third-party pages but also risk enabling manipulative actors; the move appears motivated by the threat of heavy DMA fines and other sanctions against Google/Alphabet. A decision is still pending.
A policy adjustment by Google affecting Search/SEO in the EU responds to an EU probe under the Digital Markets Act — a regulatory development from a major platform with potential cross-industry impact and significant fines.
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Key Takeaways & Evidence Grounding
- Google is reportedly considering adjusting its spam policy in the EU to potentially permit Site Reputation Abuse (parasite SEO).
- Google's 2024 and March 2026 spam updates penalized Expired Domain Abuse, Scaled Content Abuse and Site Reputation Abuse.
- The European Commission opened a procedure in November 2025 to investigate whether Google's demotions of publisher content may breach the Digital Markets Act.
- Reuters and Bloomberg reported they obtained a draft in which Google proposes an EU-specific change to its spam rules.
- Violations of the Digital Markets Act can lead to fines up to 10% of global turnover (20% for repeat infringements), creating strong regulatory pressure on Google/Alphabet.
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Related Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
Google Updates Site Reputation Policy for EEA
Google has adjusted its Site Reputation Policy, effective August 30, 2026, with changes specifically impacting the European Economic Area (EEA). In the EEA, manual actions for site reputation abuse will no longer affect the entire site's search results; instead, Google will evaluate the problematic sub-section independently. This is relevant for German publishers and affiliate websites. The policy targets 'Site Reputation Abuse,' where third-party content is hosted on established domains to exploit their ranking signals. Google clarifies that affiliate content is not automatically considered abuse; the quality, relevance, and transparency of the content matter. Publishers should ensure their content provides genuine value and is relevant to the site's main topic.
Google's June 2026 Spam Update Concludes
Google has completed its June 2026 Spam Update for Search. The update reinforces enforcement against deceptive practices including scaled low-quality content, expired-domain abuse and site-reputation abuse, and highlights automation/generative-AI when used to manipulate rankings. Google has explicitly classified back-button hijacking as a spam practice (enforced since June 14). Reporting indicates the EU may press Google to alter Site Reputation Abuse rules in the EU, though no official EU-specific change is published yet. Google’s Preferred Sources and new SEO guidance for additional snippet links, plus AI Overviews and an AI Mode (with Information Agents), are important for publishers because they change how content is surfaced and how liability and click patterns may shift. SEOs are advised to monitor impact and focus on compliant, useful content and UX.
Google rolls out June 2026 Spam Update
Google has begun rolling out the June 2026 Spam Update for its Search results. The company’s Search Central account announced the rollout on LinkedIn and says it expects a rapid completion, with the update applied across all languages and regions; status is visible on the Google Search Status Dashboard. Google reiterates that site owners should principally monitor and analyze effects rather than attempt immediate fixes. The update continues enforcement of spam policies that target manipulative practices including scaled content abuse, expired-domain abuse and use of automation/generative AI to manipulate rankings. Since June 14 Google also classifies Back Button Hijacking as spam. Reuters reporting indicates Google may adjust Site Reputation Abuse rules in the EU due to regulatory pressure. The article also notes related Google product changes such as AI Traffic Measurement in Google Analytics and AI Performance Reports in Search Console.
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