Someone Filed a Bogus DMCA Notice to Kill a Story About A Sketchy SEO Firm. It Worked — Briefly.

from the gee-who-could-have-the-incentive-to-do-that? dept

We’ve talked for years about how the DMCA’s notice-and-takedown system is ripe for abuse. The legal structure of the law practically begs for such abuse: send a notice, content disappears, and the target has to fight through a slow counter-notice process to maybe get it back. The system rewards speed of takedowns over accuracy because the burden of getting it wrong really only works one way. Sites have incentive to take content down first and ask questions later to avoid facing expensive liability. Getting it wrong may frustrate those whose content has disappeared, but there’s basically no legal cost to the platform. But if they get something wrong and leave infringing content up, they could face a very expensive legal bill. Which means anyone with something to hide and no particular attachment to honesty has a ready-made censorship tool at their disposal.

And while Google is rare in that it is much more aggressive in rejecting DMCA notices than most other sites, that doesn’t mean that it’s perfect.

Last week, Press Gazette published an investigation into Clickout Media, a UK-based company that has been buying up respected online news outlets, gutting their newsrooms, replacing human journalists with AI-generated writers (complete with AI-generated profile photos), and stuffing the sites full of affiliate links to offshore gambling operations. The whole game is to exploit the acquired sites’ reputations and search rankings — what’s known as “parasite SEO” — to drive gambling traffic through what look like legitimate publications. It’s a really excellent piece of reporting about a practice that is gutting digital news brands. Just a quick snippet, though it’s worth reading the whole thing:

Speaking anonymously, one former Clickout Media employee said: “I was moved from site to site. Writing guidelines and strategies changed every other week with very little explanation. At first, I didn’t write casino content, but then I wrote articles on bets and odds. Then AI articles started appearing.”

The owners of one site bought by UK-based Clickout Media said they were approached by anonymous buyers in the first instance.

The organisation has previously bought multiple sites in football and women’s sports (Football Blog, She Kicks, Sportslens, Sportslens UK, Sportscasting UK, Football Blog UK), as well as gambling sites, including Gambling Insider, for which it is suggested Clickout Media paid at least £12m.

However, within days of being published, the exposé disappeared from Google’s search results, removed after a DMCA copyright complaint.

A search of the exact Press Gazette headline: “The SEO parasites buying, exploiting and ultimately killing online newsbrands” does not bring the article up.

A note at the bottom of the Google search results page reveals for this query states: “In response to multiple complaints that we received under the US Digital Millennium Copyright Act, we have removed 2 results from this page. If you wish, you may read the DMCA complaints that caused the removals at LumenDatabase.org: Complaint, Complaint.”

A follow-up article by Search Engine Land covering the same topic was also removed (that’s the second “complaint” link above). So whoever was behind this was being thorough.

Now, Press Gazette doesn’t definitively identify who filed the takedown notice, and we should be careful here too. The complaint was filed anonymously from “US Hub” which gives us little info but which Press Gazette notes “suggests the complaint originated outside the US.” You can connect the dots yourself on who has a reason to make an investigative exposé of Clickout Media vanish from search results, but we can’t say for certain.

What we can say for certain is that the takedown notice itself is laughably, almost impressively, bogus. You can read it yourself over at the Lumen Database. The complaint claims Press Gazette’s entirely original investigation infringes on an unrelated article published by The Verge. That Verge article? It’s actually about Google cracking down on sketchy SEO practices, the likes of which Clickout Media seems to engage in. Which is, if nothing else, a spectacularly on-the-nose URL to attach to a fraudulent takedown of an article about sketchy SEO practices.

The language of the notice is quite something:

The infringing news website has blatantly and willfully violated copyright law by copying our entire content word for word, including all images, which are solely owned by our company. This includes the complete replication of our original written material, as published on our official website, along with the proprietary visuals accompanying it. Despite multiple good-faith efforts to resolve this matter amicably, the infringing party (hereinafter referred to as “Infringer”) continues to unlawfully publish and distribute our copyrighted content without permission. This is a direct and flagrant breach of our rights and a clear violation of Google’s copyright policies. We hereby demand the immediate removal of this infringing material from Google search results to protect our intellectual property.

None of that is true. Not one word. The Press Gazette article is original reporting. It has nothing to do with the Verge piece cited as the “original” work. There were no “multiple good-faith efforts to resolve this matter amicably,” because there was no infringement to resolve. The whole thing reads like someone fed a prompt into a chatbot asking it to write an angry-sounding but legally meaningless DMCA notice, and then pointed it at an article they wanted to disappear.

As the Press Gazette report on the bogus takedown notes, SEO experts found the whole thing bizarre, in part because Google is actually much better than most at sniffing out bullshit DMCA takedowns. But this one they missed.

Writing on X, SEO consultant Glenn Gabe said: “Surprised this was approved by Google…This is a BS DMCA takedown that doesn’t even make sense.”

Google processes an absolutely massive volume of takedown requests and rejects a good chunk of them. But this is the Impossibility Theorem in action: at that kind of scale, even a system that works well most of the time will let nonsense through sometimes. One bad notice that should have been caught in a ten-second review slips past, and suddenly a major piece of investigative journalism is invisible to anyone searching for it.

The good news is that, as of March 31, the Press Gazette article was reinstated in Google’s search results. The system worked, eventually. But that ‘eventually’ is doing a lot of heavy lifting. The article was invisible during what was probably the peak window of public interest in the story. Legal challenges to DMCA takedowns can take weeks or months to resolve, and the people who file these bogus notices know that. The copyright-enabled censorship just has to last long enough to blunt the impact.

For what it’s worth, the Press Gazette isn’t the only outlet digging into Clickout Media’s practices. Aftermath recently published its own extensive investigation based on eight months of reporting and interviews with more than two dozen current and former employees. That piece documents AI-generated author profiles, fake credentials (one supposed writer claimed an MA from Oxford in a program the university confirmed has never existed), writers being told never to publicly acknowledge any connection to Clickout Media, and a systematic strategy of acquiring beloved gaming publications only to fill them with crypto casino links.

Clickout Media is getting more and more negative attention, and Streisanding the Press Gazette story by having it removed from search will probably just attract more investigative reporters to the subject.

The company already has a pretty sketchy pattern: buy a respected publication, exploit its reputation, squeeze out whatever search ranking value you can, and discard the husk. And when someone publishes an article documenting what you’re doing, apparently get someone to file a bullshit copyright claim to make that article disappear too. It’s sketchy SEO all the way down.

This is why those of us who spend our time in the weeds of internet law won’t shut up about how legal liability systems are structured. The DMCA’s notice-and-takedown framework already gives bad actors a weapon to suppress speech. You don’t need a legitimate copyright claim. You don’t even need a coherent one. You just need to file the paperwork and wait for an automated system to do its thing.

And every time someone proposes weakening Section 230, or creating new obligations for platforms to proactively police third-party content, or imposing liability for hosting material that someone claims is harmful — they are, whether they realize it or not, proposing to hand bad actors this same kind of weapon in a dozen new calibers. The DMCA is the version of this we already have, and we can see plainly how it gets abused. We should be fixing the current system, and punishing the widespread abuses, rather than spreading that same broken incentive structure to every other area of online speech.

Bad actors will always exploit whatever legal lever is available to suppress content they don’t like. The question for policymakers is whether you’re going to keep handing them more levers. These kinds of bogus DMCA takedowns should be a warning for all those demanding reforms “weakening” Section 230. Because if you think bogus DMCA takedowns are bad now, just wait until they’re not just about copyright.

Filed Under: copyright, dmca, dmca takedown, parasite, search, seo, spam

Companies: clickout media, google, press gazette