EU opens investigation into whether Google unfairly uses publisher content

More bad news for Google. The EU has just launched another antitrust inquiry. This time looking into whether Google’s abused its dominance by using publisher and creator content in their AI features without compensation.

As shared by the European Commission, this investigation focuses on whether Google’s used:

• “The content of web publishers to provide generative AI-powered services (‘AI Overviews' and ‘AI Mode') on its search results pages without appropriate compensation to publishers and without offering them the possibility to refuse such use of their content.

• “Video and other content uploaded on YouTube to train Google's generative AI models without appropriate compensation to creators and without offering them the possibility to refuse such use of their content.”

What does this mean for digital PR?

It’s very (very) early days for this investigation. So I’m not going to throw out any overly dramatic statements. There’s a good chance this could come to absolutely nothing.

But this antitrust case focuses on what, in my opinion anyway, is the key issue with AI search: its removal of compensation for content. AI has already decimated traffic for both publishers and brands, removing crucial revenue streams and putting businesses at risk (with many publishers now facing bankruptcy next year). And if it continues, the incentive to create genuinely valuable content will continue to fall. Which could be very dangerous for the future of search.

So yes, this investigation may come to nothing. But the lack of compensation is such a critical issue with AI search that if the EU can do something – anything – about it, then it’ll be brilliant for our sector.

Google Search Console adds social media reporting

Someday soon, we might be able to see how social media profiles are performing in search.

Google just announced: “With this update, we are expanding the Search Console Insights report to include performance data not only for your website, but also for some of your social channels. This new integration lets you review Search performance of social channels associated with your website directly within Search Console.”

Only a few select accounts will have access to begin with. And Google’s starting by including TikTok, Instagram and YouTube in the metrics. But if all goes well – the effectiveness of your social/search reporting could be about to take a big step forward.

What does this mean for digital PR?

Unless you’ve been living under a rock, you probably know how important multi-channel marketing is. Audiences are active across more platforms than ever before. The traditional marketing funnel has become more of a pinball machine (this video by Rand Fishkin on that is brilliant). And this all means that we need to be present across all of the channels our audiences are using – particularly social media.

As we all know, measuring the impact of our work can be a nightmare. Especially when tracking user journeys across multiple channels. So if this Search Console update can help connect some of these dots (or pinballs), then I’m 100% in. Fingers crossed it gets rolled out ASAP.

What else is new in digital PR and SEO?

• Google News ‘Preferred Sources’ rolls out to all English-language users. As covered in July’s column, this feature allows you to customise Google’s Top Stories to see more from your favourite publishers. Which is great for publishers with an engaged audience. But for us PRs? Really understanding your audience (and where they get their news) has never been more important.

• ChatGPT introduces shopping research. Designed to help people “find, understand and compare products”, this feature offers in-depth product analysis and shopping advice. Meaning? If your website content isn’t clear, detailed and easy for both humans and AI to read, it needs to be. And securing coverage in media reviews and shopping guides should remain a key priority for most consumer brands.

• Dubious local news website publishes ‘AI-generated fiction’. As reported in the Press Gazette, a seemingly AI-generated news website has launched in North London, sharing inaccurate regurgitations of real news stories. For PRs, it’s a timely reminder that not all coverage is good coverage.

• Google rolls out December 2025 core update. What a lovely way to finish the year…! How will it affect us? No one knows, yet. But keep an eye on your (or your clients) reporting data over the Christmas period. And be prepared for some volatility.