The EU investigates Google: suspected abuses related to web content and YouTube in the spotlight

The European Commission recently opened an in-depth investigation against Google, putting the spotlight on potentially abusive practices related to the exploitation of web content and YouTube videos to feed its artificial intelligence tools. This investigation aims to verify whether the tech giant abuses a dominant market position by using this content without consent or adequate compensation, which could distort competition and harm the diversity of the European digital landscape. As automated writing and summaries generated by AI Overviews and AI Mode become increasingly influential tools, the EU seeks to ensure that the original content of publishers and creators is not exploited to the detriment of their visibility and revenue.

The core of the case centers on two main practices. The first concerns the massive and unpaid use of web articles in artificial intelligence tools developed by Google. This content enriches AI models that synthesize, analyze, and reproduce information without real financial compensation or opt-out rights for content owners. The second problematic point is the exclusive access to YouTube videos claimed by Google, a platform it controls, thus preventing competitors from using the same audiovisual data to train their models. This situation raises major concerns regarding competition and fairness, with tangible consequences for the online media ecosystem and data protection.

The legal and economic foundations of the EU antitrust investigation against Google

The European Union bases its antitrust investigation on strict principles governing fair competition and digital regulation. The notion of abuse of dominant position applies here, with an in-depth analysis of the economic impacts and imbalances created by Google’s practices. By accumulating considerable masses of web content without compensation, while imposing privileged access to its own YouTube content to train its AI tools, Google could restrict access to essential data resources for competing actors.

The underlying economic stakes are particularly sensitive. Content published by publishers and creators represents tangible commercial value. For example, visibility on the search engine remains a crucial lever to generate traffic and monetize through advertising or subscriptions. By depriving these actors of real control over the reuse of their content, Google captures a significant share of that value without redistribution, which can worsen financial imbalances and weaken the diversity of voices on the web.

This context raises several essential questions for the integrity of the European digital market:

• The legitimacy of the unpaid use of web content in AI algorithms
• The right of publishers and creators to negotiate consent or compensation for the use of their creations
• The possibility for competing platforms to access content fairly necessary for their AI models
• Personal data protection and transparency in online content exploitation

The Commission thus envisages sanctioning or even imposing new regulations to rebalance these relationships, which could reshape the legal framework applicable to digital giants and strengthen creators’ rights in the European digital ecosystem.

Technical challenges related to the exploitation of web and YouTube content by Google’s artificial intelligence

Beyond the legal aspect, the EU investigation highlights the complex technical implications surrounding the artificial intelligence technologies used by Google, particularly through AI Overviews and AI Mode tools. These systems rely on sophisticated algorithms capable of synthesizing and reusing information from various online sources to generate content quickly accessible to users.

Web content scraped and integrated into these tools thus allows Google to offer summaries, analyses, and recommendations in real-time, improving user experience. However, the absence of clear compensation or control mechanisms by publishers raises the question of the legitimacy of these practices from both an ethical and regulatory perspective. The exclusive access to YouTube videos to train these models further exacerbates the issue, as it prevents other actors from fairly benefiting from the same audiovisual data.

Professionally, these developments also require significant adaptations for SEO experts and content managers. Indeed, potential changes in access conditions to content could impact how websites optimize their natural referencing, particularly if access to AI Overviews is restricted in Europe or if opt-out rights are instituted. Professionals will then need to redefine their strategies to maintain the visibility and performance of their online content.

It should be noted that this situation highlights another key aspect: the governance of digital data. Between massive content collection and automated processing by artificial intelligence, regulation must ensure a balance between technological innovation and respect for copyright, intellectual property, and end-user rights.

Technique	Challenges	Possible consequences	Envisaged solutions
Use of web content in AI Overviews	Lack of compensation and consent	Economic imbalance between Google and publishers	Compensation mechanisms and opt-out rights
Exclusive access to YouTube videos	Monopoly and data lock-in	Restriction of access for competitors	Data opening or mandatory negotiation
Adaptation of SEO strategies	Changes in algorithm functioning	Reduced visibility for certain content	New inclusive referencing practices
Respect for data protection	Compliance with GDPR and European laws	Sanctions in case of non-compliance	Transparency and regular audits

Potential impact of the investigation on content publishers and YouTube creators in Europe

The opening of this investigation particularly worries digital content publishers and YouTube creators in Europe. These actors are indeed at the heart of a mechanism where visibility and control over their creations are essential to their economic activity and sustainability.

On one hand, they are forced to provide their content to Google, under threat of seeing their presence on the search engine drastically decline. This dependence creates a disproportionate leverage effect where the absence of fair compensation widens the gap between major digital groups and independent creators. On the other hand, YouTube videos are used to train AI models without sharing the revenues generated by this exploitation, generating a sense of injustice worsened by the impossibility of establishing a clear contract.

However, the possible regulation induced by the investigation could reverse this trend by offering publishers and creators:

• An explicit right to refuse (opt-out) the use of their content by Google
• Mechanisms for remuneration or compensation for the use of their productions
• Greater transparency and visibility on how their content is exploited in AI tools
• More balanced access for competing platforms, fostering increased diversity in artificial intelligence tools

This legislative evolution would constitute a major turning point for the digital ecosystem, reaffirming creators’ sovereignty and the intrinsic value of their productions at the heart of web economic models.

The key role of the European Commission in digital regulation and combating alleged abuses

The European Commission plays a central role in structuring the regulatory framework governing the digital domain in Europe. Its action in this case aligns with an ambitious policy aimed at regulating digital giants to preserve competition and protect smaller actors against potential imbalances.

By investigating Google’s alleged abuses regarding the exploitation of web content and YouTube, the Commission intends to send a strong signal to international platforms. This approach relies notably on recent legislative instruments such as the Digital Markets Act (DMA) and the Digital Services Act (DSA), which aim to guarantee a fair and transparent digital environment.

Moreover, this investigation occurs in a context where European digital regulation also seeks to strengthen personal data protection and the digital sovereignty of citizens, particularly against economic models based on massive data collection and automated exploitation.

The Commission uses its prerogatives to conduct in-depth investigations, gathering evidence, hearing stakeholders, and analyzing economic and social impacts. The outcome could lead to financial sanctions, injunctions to modify practices, or even structural measures to limit the dominant position.

This is a strategic step in building a more balanced European digital ecosystem, where regulation plays a fundamental role in preserving diversity and encouraging innovation without crushing smaller players.

Competition issues related to the exclusive use of YouTube content for AI

YouTube’s specificity as a platform owned by Google creates a particular dynamic in this investigation. By imposing exclusive access to its videos to train its artificial intelligence models, Google locks a valuable resource and deprives other market players of a level playing field.

This situation raises several important problems in terms of competition:

• Barrier to entry: Competitors cannot access the same volumes of audiovisual data as Google, limiting their ability to develop equally efficient AI tools.
• Resource concentration: Exclusive control over a major content source reinforces Google’s dominance in the AI market.
• Impact on innovation: Lack of free access slows competition, which can harm technological advances and the diversity of uses offered to end-users.

Locking these data also poses ethical and strategic questions about the neutrality of digital platforms and the balance mechanisms to establish to avoid abuses.

A sanction or specific regulation could therefore require Google to open its YouTube databases to competitors under transparent and fair conditions, thus promoting healthier competition and greater innovation diversity in the European market.

Possible consequences of the investigation for future regulation and the European digital ecosystem

This investigation marks a crucial turning point in European digital regulation. It illustrates a clear willingness to more strictly govern the practices of technology giants, notably on sensitive subjects such as data protection, the fight against abuse of dominant position, and ensuring fair competition.

At the end of this investigation, several scenarios may emerge:

1. Financial sanctions: Substantial fines against Google for abuse of dominant position.
2. Obligation of technical changes: Adaptation of AI Overviews and AI Mode tools to integrate consent and compensation mechanisms.
3. Strengthened legal framework: Adoption of specific rules on access to digital content for AI training.
4. Regulatory precedent: Creation of a European reference framework applicable to all digital actors.

These measures will have direct repercussions on platform operations, content legal security, and the market’s dynamics. Regulation could stimulate a more ethical and balanced development of artificial intelligence in Europe, protecting the rights of publishers and users.

They could also reinforce European digital sovereignty by limiting concentration effects and encouraging diversity and local innovation. More broadly, this episode demonstrates the increasing importance of European decisions in the global digital economy.

Direct impacts for SEO professionals in light of potential changes induced by the EU investigation

Natural referencing experts currently find themselves at a decisive crossroads. Indeed, the European investigation on Google could lead to major transformations in how content is indexed, synthesized, and valued.

Here are the main aspects to consider for SEO professionals:

• Risk of blocking or slowing down AI Overviews in Europe, which would change how automatic summaries appear in search results.
• Need to anticipate the introduction of opt-out rights or remuneration for content reuse, affecting availability and distribution.
• Modification of referencing criteria following the adjustment of Google’s internal algorithms aiming for better regulatory compliance.
• Potential rebalancing of relations between platforms and publishers, enabling better valorization of original online content.

These developments require careful monitoring and adaptation of practices. SEO specialists will likely need to integrate more nuanced strategies, combining quality content, transparency, and increased collaboration with creators. An opportunity thus opens to reinvent referencing in the era of enhanced digital regulation.

Future perspectives for publishers, creators, and European digital regulation

In the face of these developments, European publishers and creators now have a historic opportunity to regain control over the use of their works in the digital ecosystem. The prospect of strengthened regulation could drive lasting change, enhancing creativity and content diversity.

The expected benefits notably include:

• Better economic recognition thanks to adapted remuneration mechanisms.
• Increased transparency in the use of their content by search engines and platforms.
• Strengthened rights regarding opt-out or contractual negotiations.
• Stimulus to innovation by fostering a more balanced and fair competition among actors.

These prospects encourage a move toward a more responsible and fair Internet. They invite reconsideration of traditional economic models in a context where data value becomes central. European legislators thus position themselves as key players in shaping the digital future and ensuring harmonious development balancing innovation, competitiveness, and social justice.