Quick Take

Italian news publishers, represented by FIEG, have lodged a formal complaint with Italy’s communications regulator, Agcom, regarding Google’s AI Overviews and the AI Mode feature. They argue that these AI-generated responses displayed at the top of search results diminish clicks to original articles, adversely affect revenue, and may contravene the Digital Services Act (DSA) of Europe. This issue is being mirrored across the EU, with the European Newspaper Publishers Association (ENPA) coordinating similar efforts. Google, however, asserts that its AI features help users discover a broader range of sites and maintain steady overall clicks from Search.

Why This Matters Now

Search dynamics are evolving from traditional lists of links to AI-generated summaries and conversational responses. In October 2025, Italian publishers engaged Agcom to seek intervention. If Agcom, or the European Commission, identifies any violations of the DSA, penalties could reach 6% of a company’s global revenue, and measures could change how AI content is displayed in search results.

What Was Filed and By Whom

• Who: FIEG, the federation of Italian newspaper publishers.
• To Whom: Agcom, acting as Italy’s Digital Services Coordinator under the DSA.
• When: The complaint was submitted on October 15, 2025.
• Core Claim: The AI Overviews and AI Mode prioritize Google’s AI-generated answers above original publisher links, obscuring visibility and ad revenue, which allegedly violates DSA provisions.
• EU Context: ENPA is facilitating similar allegations in other EU countries to provoke a collective EU response.

Publishers cite studies indicating that click-throughs decline significantly with the presence of AI answers, reporting traffic drops as high as 80% in certain scenarios, which Google disputes.

Quick Primer: AI Overviews and AI Mode

• AI Overviews: Concise, AI-generated answers that Google displays directly on the results page, including links to sources for further reading.
• AI Mode: A conversational search option that can replace the usual list of links with extensive, resource-rich AI responses, including multimedia updates. Its use has expanded to various European countries and languages in 2025.

Google contends that these features increase link visibility, attributing billions of clicks daily to websites, while publishers argue that the prime real estate occupied by AI answers reduces the necessity for users to click through.

How the DSA Comes Into Play

The DSA equips the European Commission and national Digital Services Coordinators with enhanced tools to regulate major platforms and search services, establishing guidelines on transparency, risk assessment, and complaint management. In Italy, Agcom serves as the Digital Services Coordinator and is set up to process DSA complaints under Article 53. Should a breach be identified, fines up to 6% of global turnover may be imposed, along with possible interim measures and stricter oversight.

Since Google Search is classified as a very large online search engine, investigations could involve both Agcom and the European Commission. Should several national complaints arise regarding similar issues, the Commission can intervene, harmonizing responses across countries.

The Traffic Debate: What Evidence Shows

• Publisher Evidence: Various trade groups and studies report significant declines in search referrals correlating with the rise of AI summaries. Some analyses indicate drops between 30% to 80% when AI answers are positioned prominently.
• Google’s Position: The company asserts that total clicks from Search remain robust, AI Overviews link to sources, and recent design modifications have boosted web traffic.
• Independent Complaints: In July 2025, independent EU publishers sought interim antitrust measures against AI Overviews from the European Commission, claiming that opting out is not feasible without jeopardizing visibility. Google maintains that AI interfaces pave the way for new content discovery.

The impact likely varies by query and site type, with those that previously ranked for straightforward inquiries feeling a greater effect compared to those offering original reporting, analysis, or real-time coverage. Regulators will need to determine whether the overall impact and design choices adhere to DSA obligations regarding fairness, transparency, and risk management.

Italy’s Complaint in the European Context

Italy is part of a broader movement. ENPA is orchestrating complaints across multiple member states, seeking a unified EU approach. Notably, Italy became the first EU nation to enact a comprehensive national AI law in September 2025, a policy backdrop for this complaint, as regulators strive to balance innovation against sustaining media environments and public discourse.

What Agcom and the Commission Could Examine

• Placement & Prominence: Do AI Overviews or AI Mode unduly push down links to original journalism?
• Transparency: Are sourcing and selection criteria sufficiently clear for users, journalists, and researchers?
• Opt-out & Control: Are publishers afforded meaningful, non-punitive options to manage how their content is summarized in AI features?
• Risk Management: How are misinformation, bias, and inaccuracies in AI responses assessed and mitigated?
• Competition & Media Plurality: Are AI design choices affecting market accessibility for news outlets and independent publishers?

Google’s Response and Potential Changes

Google argues that AI Overviews and AI Mode enhance the ability to discover diverse sites, asserting that overall traffic from Search remains healthy and interfaces have been updated to highlight more links. Regulators will evaluate these claims against evidence from publishers and academic research. Should changes be mandated, they could involve improved labeling, stricter source attribution, limitations on AI answer display, enhanced explainability commitments, or further publisher controls that don’t force them out of Search. Under the DSA, major non-compliance could lead to penalties and increased scrutiny.

For Publishers: Immediate Steps to Consider

While the complaint is under review, publishers can bolster their position via a mix of technical strategies, product development, and audience engagement. Although no singular approach is foolproof, utilizing these measures collectively can help mitigate risks.

1. Leverage Existing Search Controls
2. Meta Tags: Consider using options like nosnippet or max-snippet to limit the amount of text Google displays in snippets, including AI Overviews. Exercise caution as this can lower the attractiveness of regular snippets and decrease CTR. Test narrowly before a wider application.

3. Section-level Control: Apply data-nosnippet to omit sensitive passages from snippets. Again, testing and monitoring is crucial.

4. Enhance Content Signals That AI Cannot Easily Replace

5. Focus on original journalism, exclusive interviews, and in-depth analysis.
6. Use context boxes, timelines, and annotated documentation to reward engagement and time spent on pages.

7. Publish structured data and clear attribution to improve sourcing in any AI summary.

8. Diversify Beyond Search

9. Create direct engagement channels: newsletters, mobile apps, RSS feeds, alerts, podcasts, and video content.

10. Build community-based products and membership initiatives that are more resilient to algorithm changes.

11. Monitor, Measure, and Adapt

12. Track queries featuring AI answers and analyze their impact on CTR, dwell time, and audience return rates.
13. Conduct structured experiments with snippet controls and page designs to understand the effects on discovery and revenue.

The Likely Timeline

• Short-term: Agcom may seek input from involved parties, consult with other Digital Services Coordinators, and decide whether to initiate formal procedures. In urgent cases, interim measures could be enforced.
• Medium-term: The European Commission may step in or take control of aspects of the case, especially if similar complaints unfold in other nations.
• Long-term: Potential outcomes could range from negotiated design changes to formal declarations under the DSA, including remedies or, if necessary, fines.

Bottom Line

The Italian complaint highlights a broader tension: while AI-enhanced search offers convenience, it can potentially overshadow the journalism that fuels it. The DSA provides European regulators with new tools to assess the incorporation of AI in critical services like Search. The outcome—whether it involves moderate design adjustments or a significant overhaul—will rely on the evidence gathered by regulators in the months ahead.

FAQs

What did Italian publishers actually file?

On October 15, 2025, a formal DSA complaint was filed with Agcom, urging the regulator to investigate whether Google’s AI Overviews and AI Mode infringe DSA regulations by diminishing visibility and income for news organizations. ENPA is facilitating like actions across the EU.

Does Google show the sources it uses?

AI Overviews and AI Mode include source links, with Google asserting improvements to spotlight supporting websites more effectively. However, publishers contend that the dominant placement of AI answers still disincentivizes clicks.

Are there penalties if regulators find a DSA breach?

Yes, the Commission can impose fines of up to 6% of a corporation’s worldwide annual revenue and mandate remedial actions. Interim measures and enhanced oversight may also be in play.

Are AI Overviews and AI Mode available in Italy?

In 2025, Google broadened access to AI Mode and other AI features in multiple European nations, including Italy. Rollout may occur gradually by language and user account.

How significant are the traffic impacts?

Findings vary. Publishers suggest substantial declines in specific cases, while Google claims total clicks are strong and that AI features enhance content discovery opportunities. Expect varying impacts based on query types and site authority.

Sources and Further Reading

• The Decoder’s original report on the Italian complaint.
• ANSA coverage of FIEG’s filing and ENPA’s coordinated EU actions.
• The Guardian’s report highlighting studies indicating high traffic loss estimates and FIEG’s concerns regarding AI Mode.
• Google’s disclosures on AI Overviews and AI Mode expansions and design updates.
• DSA enforcement capabilities and Agcom’s role as Digital Services Coordinator.
• Reuters reporting on the EU antitrust complaint from independent publishers.