Independent Publishers Say Traffic Losses Are Mounting – and There’s No Real Way to Opt Out
July 6, 2025 – A group of European publishers has filed an antitrust complaint against Google, claiming the company’s AI-generated search summaries are hurting their business.
The complaint, submitted by the Independent Publishers Alliance, says Google is using website content in its new “AI Overviews” without proper permission — and without offering publishers a fair way to avoid it.
What’s the Complaint About?
Over the past year, Google has been rolling out a new feature called AI Overviews. These are summaries generated by artificial intelligence and placed at the top of search results. They pull together information from various websites to answer users’ questions instantly.
But publishers argue that’s part of the problem.
They say people no longer click through to the original articles. Instead, they just read the AI summary and move on. That means fewer visitors, fewer page views, and ultimately, less ad revenue for the websites that created the content in the first place.
The group’s complaint puts it simply:
“Unless they’re willing to disappear from Google search results entirely, publishers do not have the option to opt out.”
Why This Matters
For many publishers — especially smaller, independent ones — traffic from Google is critical. It brings in readers, drives subscriptions, and supports ad revenue.
So when that traffic drops, even slightly, it can hit hard. And for some, the arrival of AI Overviews has caused steep declines.
They’re not just worried about money, though. Some see this as part of a bigger issue: Big tech companies using their work to power AI systems, often without asking first — or offering anything in return.
Google Responds
Google doesn’t agree with the complaint.
A spokesperson told Reuters that AI Overviews are actually good for the internet. They said the new summaries encourage people to explore more questions and topics — which, in turn, helps content and websites get discovered.
The company also questioned the traffic claims. They pointed out that website traffic can fluctuate for many reasons, and publishers might not have all the data needed to understand what’s really happening.
In their words:
“Sites can gain and lose traffic for a variety of reasons.”
What Could Happen Next?
The European Commission will now review the complaint. If they choose to investigate, Google could face serious scrutiny under EU competition laws.
There’s a chance this leads to:
- Formal investigation by regulators
- Fines or penalties if Google is found at fault
- New rules around how AI tools can use third-party content
It could also push other tech companies to be more transparent about how their AI features pull information from the web.
The Bigger Picture
This case touches on something much larger than one feature. It’s part of a growing global debate:
How should AI use online content — and who gets to decide?
Publishers argue that they’re being left out of the conversation. They create the articles and videos that fuel the internet — but don’t always get a say in how AI systems use their work.
Meanwhile, tech giants like Google say they’re building tools that help users and drive more traffic in the long run.
Both sides agree on one thing: This is only the beginning.
In Summary
- Google’s AI Overviews are under fire in Europe.
- Publishers say they hurt traffic and revenue, with no opt-out path.
- Google says the feature encourages deeper search and discovery.
- The EU may now look into whether the tool breaks antitrust rules.
- The outcome could shape how AI and publishing co-exist moving forward.