The European Commission is examining claims that Google demoted publishers carrying “third party” promotional content.

Brussels is preparing a new investigation into Google’s parent company, Alphabet, over how it ranks news outlets in search results, even as Donald Trump threatens new tariffs in response to the EU’s digital regulations.

Two officials told the Financial Times that the European Commission is opening a probe into allegations that Google lowered the ranking of publishers featuring “third party” promotional material, such as sponsored editorial content, which media groups say are vital to their business models.

The Commission, the EU’s top antitrust authority, was expected to announce the investigation on Thursday, although the timing could still change, according to the officials.

The new probe falls under the Digital Markets Act, which aims to curb the dominance of major online platforms known as “digital gatekeepers.” The law requires these large tech firms to treat other businesses operating on their platforms fairly.

If found guilty of non-compliance, companies could face fines of up to 10 per cent of their global annual revenue.

The move signals that the new Commission, which began its current term in December, intends to continue enforcing the DMA.

This push comes despite the risk of retaliation from the Trump administration, which has criticized EU penalties on American companies as a “form of taxation.”

Google is already facing other DMA investigations, including whether its search engine favours its own services over competitors and whether it restricts developers from directing consumers to alternative offers outside its app store.

The latest probe follows a €2.95 billion fine imposed on Google two months ago for its search advertising practices. The fine, one of the largest ever issued by the EU against Google, prompted Trump to renew threats of additional tariffs on Europe.

In 2018, Brussels also fined Google €4.12 billion for using its Android operating system to suppress competition.

The European Commission declined to comment on the upcoming probe.

Google also declined to comment on the pending announcement but said users had raised concerns about “parasite SEO” or “site reputation abuse,” in which reputable outlets allow low-quality content to appear on their sites.

The company added that it enforces spam policies “through a careful review process that includes a well-defined reconsideration process for affected site owners.”