Test or warning: Google examines the impact of removing EU news from search

Google tests removal of EU news content

Google has decided to conduct an experiment that will temporarily remove news articles from the search results of EU-based publishers, Google News and Discover platforms. The test will affect a small proportion of users, just 1%, in nine EU countries: Belgium, Croatia, Denmark, France, Greece, Italy, the Netherlands, Poland and Spain. 

According to experts, the experiment aims to show content creators how much they would lose without Google. "This experiment is designed to see how removing news from the EU will affect search traffic and the overall user experience. The test will allow us to assess how relevant news is to search users and how it affects their behavior."

Despite the experiment's limitations, Google's solution has already attracted attention. EU regulators and media outlets have demanded more data from Google on how news content affects search engines. At the end of the trial, Google plans to bring content from EU publishers back onto its platforms. 

Warning or preparation for tougher decisions?

This is not a new move by Google - the tech giant has done similar things in the past when faced with regulatory threats in different countries. Earlier this year, Google removed news links from California search results in response to the state's journalism protection law. Similar actions were considered in Canada and Australia.

This could send a serious signal to the media sector. "This test seems like a serious warning. It will allow EU news publishers to see how many people they would lose without Google. It could become a lever in negotiations on copyright and revenue sharing between tech companies and content creators," the expert said.

In EU countries, Google must comply with the European Copyright Directive to protect creators' rights. France, for example, fined Google €250 million in 2023 for breaching intellectual property rules. In addition, Google was accused of training its chatbot Gemini to use media content without permission. These precedents show that Google's actions in the EU are not just a technical test, but also a strategic response to tightening regulation.

The relationship between Google and content creators - a test of regulation

Media outlets and regulators have long been pressing tech giants to ensure fair remuneration for the use of content. France and Canada have already taken decisive action to protect their media sectors from the dominance of the big tech companies. However, Google is conducting its own experiments to show the power it has to shape the behavior of search users.

The results of this experiment will be important not only for media publishers but also for the EU as a whole. If the test shows that users do not prioritize news content in their searches, it could strengthen Google's bargaining position with publishers. On the other hand, if users react negatively, the EU authorities will have more arguments to strengthen their regulation. 

Google's experiment raises important questions: how to balance the interests of technology companies and content creators, how to ensure fair revenue sharing and what should be the state's regulatory policy? The answers to these questions could determine not only Google's actions in the EU, but also the future of global media.