The policy targets what the trade calls parasite SEO. Google's own words today: "The site reputation policy applies where third-party content is published on a host site mainly because of that host's already-established ranking signals, which it has earned primarily from its first-party content."
Google announced it on 5th Mar 2024 alongside the March 2024 spam update, as one of three new spam policies. It said: "To allow time for site owners to prepare for this change, this new policy will take effect starting May 5, 2024."
Manual actions began on 6th May 2024. Search Engine Land reported coupon sections at CNN, USA Today, Fortune and the LA Times dropping from results that day.
On 19th Nov 2024 Google widened the policy to cover outside content even when the host took part. Its words, per Search Engine Roundtable: "no amount of first-party involvement alters the fundamental third-party nature of the content".
Google added that "not all third-party content violates this policy". Its spam policies page carries the examples.
In August 2026 Google changed how it applies the policy in the European Economic Area. Our 28th Aug 2026 entry records it, and the policy page now says: "We have made changes applicable to the policy in the European Economic Area (EEA)."
