EU Launches Antitrust Investigation into Google's Use of Online Content for AI
European Commission scrutinises tech giant’s practices in training Gemini models and AI Overviews.
Text by Martti Asikainen, 9.12.2025 | Photo by Adobe Stock Photos
The European Commission has opened a formal antitrust investigation into Google, examining whether the tech giant has breached EU competition rules through its use of online content to develop and power artificial intelligence services.
The probe, announced on Tuesday, focuses on whether Google has imposed unfair terms on publishers and content creators whilst simultaneously using their material to gain competitive advantages in the rapidly evolving AI market. The investigation represents Brussels’ most aggressive regulatory action yet targeting the foundations of generative AI systems.
Key Areas Under Scrutiny
The Commission’s investigation will examine two primary concerns. Firstly, regulators are assessing whether Google used content from web publishers to provide generative AI services, such as AI Overviews displayed in search results, without appropriate compensation and without offering publishers the option to refuse.
Secondly, the probe will investigate whether videos uploaded to YouTube were used to train Google’s generative AI models, including Gemini, without proper payment to creators and without giving them any choice in the matter.
The investigation follows complaints from media organisations about how Google leverages their articles and videos to power its AI services. Publishers have struggled to negotiate equitable compensation as Google incorporates their work into Gemini and AI Overviews, with many dependent on Google Search for user traffic.
The Commission received a legal complaint earlier this year from publishers over Google’s AI Overview tool, alleging the company was unfairly directing traffic away from news websites.
Stakes and Potential Consequences
The Commission has emphasised that technological innovation must not undermine fundamental societal principles. “A free and democratic society depends on diverse media, open access to information, and a vibrant creative landscape,” said Teresa Ribera, the EU’s competition commissioner.
According to Ribera, AI is bringing remarkable innovation and many benefits for people and businesses across Europe, but this progress cannot come at the expense of the principles at the heart of our societies.
If violations are proven, Google faces substantial fines, potentially up to 10 per cent of its annual worldwide turnover, and could be required to fundamentally change its practices.
The Commission might mandate fair compensation mechanisms, content licensing transparency, or restrictions on how Google can bundle YouTube with AI services.
Pattern of EU Action
The investigation adds to a lengthy history of EU regulatory action against Google. The company has previously faced substantial fines from the European Commission for various competition violations.
This latest probe comes just days after the EU opened a separate investigation into Meta over its WhatsApp AI policies, and follows a €120 million fine imposed on Elon Musk’s social media platform X for breaching transparency obligations.
The investigation may also escalate tensions between Brussels and Washington over the EU’s digital regulations. The Trump administration has accused the EU of unfairly targeting American technology companies, whilst the EU maintains its legislation is non-discriminatory and reflects its sovereign right to enforce rules.
The probe also comes as Google competes intensively in the AI race with its Gemini AI chat service.
What Happens Next
There is no deadline for the Commission to complete its investigation, and the opening of a probe does not prejudge its outcome.
Google will have the opportunity to submit responses and evidence to address the allegations. The process typically takes months to years depending on complexity and the company’s level of cooperation.
The decision will likely have implications far beyond Google, potentially reshaping how all technology companies can use content for AI training across Europe and setting precedents for the balance between AI innovation and content creators’ rights. Read the press release here.
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