Google versus gardening: Will big tech clip the roots of original content?

If left unchecked, Artificial Intelligence (AI) functionalities will alter the status quo of centuries old copyright law if autocratic changes to intellectual property (IP) compliance proceed. Google and other Big Tech fiercely protect their own IP whilst seemingly disregarding ours and the basics of copyright law upon which most of Big Tech have built their behemoth empires.

“You may use Google’s content as allowed by these terms and any service-specific additional terms, but we retain any intellectual property rights that we have in our content. Don’t remove, obscure, or alter any of our branding, logos, or legal notices.”

Our content is not Google’s to take without attribution, links, transparency, or recompense. Soon there will be no original content to data mine and content creators will be disincentivised. Google’s latest edict on “no links, no credits” is surely a retrograde step for all.

In the world of gardening, for example, data has evolved over generations into rare insight and expertise about working in harmony with the natural elements in the landscape to create a sustainable, thriving environment. If specialised data is taken without permission, linked, or credited and then churned out in summaries and/or reviews by Google, does it become “Gardening by Google?” If so, this could have detrimental effect on the status quo of this sector’s business model and, in time, will erode originators’ market share, giving Google carte blanche to be the ‘expert’ without the precious element of human expertise and discernment.

News Media Association, CEO Owen Meredith was spot on when he said, “Original content is the lifeblood of the internet, and it is imperative that creators continue producing it.”

Anti Copying In Design (ACID) is a member of the Creative Coalition for Copyright and AI and signed up to the Make it FAIr campaign which kickstarted a remarkable stand off by the House of Lords against the House of Commons, who used their veto to pass the Data (Use and Access) Bill which will now become law following Royal Assent. This Bill will improve and place guardrails in some positive ways about data use and access but the loss for content creators is profound allowing generated AI and Big Tech, such as Google, to continue to data scrape copyright works without attribution, transparency or recompense for ‘training purposes’- a sanitised euphemism for stealing.

But the fight is far from over and ACID echoes the voices of millions to ‘Make it FAIr’. No-one can deny all the positive aspects of AI but content creators’ work, apart from fair recompense, must be afforded transparency, ethics and respect and we will continue to join forces to safeguard copyright and designs to create a fair framework.

ACID fully endorse Lord Tim Clement-Jones’ New Statesman comment, regarding Digital citizenship, in which he stated: “we must equip citizens for the AI age, ensuring they understand how their data is used and AI’s ethical implications.”

Pressure from content creators has resulted in what many believe is a government ‘reset’ and Secretary of State Peter Kyle, MP has given a commitment to conduct a binding economic impact assessment within one year of enactment. He has also agreed to publish follow-up reports on licensing, transparency, and data usage as well as signalling openness to ‘all options’ rather than relying solely on the opt-out model. As of now, we all still await the government’s response to the Copyright and AI Consultation, which closed in February 2025. 11,500 voices from major organisations, businesses, academics, and individuals responded in their droves to a government call for an opt out for creators, about which there was a massive backlash. To date government seems to have forgotten about this consultation and has failed to comment.

The Department of Science, Innovation and Techology (DSIT) and The Department of Culture Media & Sport (DCMS) have held two meetings recently with key influencers on all sides of the coin and a third is planned early in September. It is hoped that a Terms of Reference for working groups will be agreed which will encompass all interests.

Transparency must be paramount, with clear obligations for Big Tech embedded in a meaningful and enforceable Code of Conduct to which they are genuinely committed. If responsible UK AI developers are willing to enter into licensing agreements for the use of content, they have the potential to set a positive precedent. Given that the vast majority of UK businesses are SMEs, it is essential they retain practical and effective control over the use of their copyright and data. This must be a priority for government policy. Growth cannot come at any cost. Meanwhile data scraping by Big Tech (including Google) of copyright work continues to collect billions if not trillions of data at an exponential pace which could have existential consequences.

So what can you do practically?

• ACID can assist with a belt and braces statement to use on websites, which can also be reflected in a business’ T & Cs.
• Write to your MP, ask them if they have a view on government’s intention to allow Big Tech to use copyright content for ‘training purposes’ without attribution, links, transparency, or recompense. Parliament is in recess so this could not be a better time to share any concerns with your MP.
• Sign the ACID IP Charter and pledge support to respect, ethics and compliance throughout our creative communities. Ask your MP to sign, the more signatories, the stronger we become.
• Stay informed, attend webinars and subscribe to relevant content and become part of our membership community.