Observed Signal · Apr 17, 2026 · Policy Update · Source: t3n · Impact: 4/5 · Sentiment: Positive
EU May Classify ChatGPT as Search Engine
A German analysis argues the EU could classify ChatGPT as a Very Large Online Search Engine (VLOSE) under the Digital Services Act (DSA). Article 76 of the DSA applies to platforms with more than 45 million active users in the EU; OpenAI says ChatGPT has about 120 million EU users, which would meet the threshold. A VLOSE designation would force OpenAI to disclose advertising practices, submit to independent audits, give researchers access to data, remove illegal content, and limit profiling-based recommendations. The article says such a ruling would be damaging for OpenAI’s business but could benefit European and more transparent AI challengers (e.g., Mistral), and could also affect other products like Microsoft Copilot and Anthropic’s Claude.
A VLOSE classification under the DSA would impose major transparency, audit and content-removal obligations on ChatGPT/OpenAI and could materially affect ad monetization, researcher access, and competitive dynamics across AI chat/search products.
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Key Takeaways & Evidence Grounding
- Article 76 of the EU Digital Services Act applies to platforms with more than 45 million active users.
- OpenAI reports that ChatGPT has about 120 million users in the EU.
- If classified as a Very Large Online Search Engine (VLOSE), OpenAI would face obligations: ad-business disclosure, independent audits, researcher access to data, removal of illegal content, and limits on profiling-based recommendations.
- Microsoft’s Copilot and Anthropic’s Claude could also fall under similar rules; local European startups such as Mistral might benefit competitively from stricter regulation of larger players.
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Related Market Signals & Shifts
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EU Classifies ChatGPT as Very Large Online Search Engine
The EU Commission has classified ChatGPT as a very large online search engine under the Digital Services Act, prompting Swiss media association VSM to call for copyright reform. VSM argues that AI chatbots increasingly provide generated answers instead of links to journalistic sources, with over 99% of users not clicking through to sources, thereby depriving publishers of traffic and ad revenue. VSM demands a technology-neutral copyright law that obliges AI providers to compensate journalistic work. The German media authority ZAK has also ruled that media law applies to AI search services, with decisions against Google and Perplexity. The Swiss parliament has referred a related proposal back to the Federal Council to examine AI's impact on search engines and platforms.
EU Classifies ChatGPT as Search Engine; Brands Need AI SEO/GEO Tools
On August 31, 2026, the European Commission formally designated ChatGPT a "Very Large Online Search Engine" under the Digital Services Act, placing it in the same regulatory category as Google and Bing. With over one billion weekly active users, ChatGPT's classification underscores the shift of product discovery toward AI-generated answers. Azoma, an Agentic Commerce Optimisation platform, released an analysis showing that each AI agent (ChatGPT, Gemini, Amazon Rufus, Walmart Sparky, etc.) cites different source mixes, meaning no single AI SEO or GEO strategy works everywhere. Brands are advised to adopt tools that offer prompt-level visibility tracking, citation-source analysis, competitive benchmarking, and optimization workflows for content and product data. Traditional SEO alone is insufficient because AI platforms produce synthesized recommendations before users visit brand sites. The EU decision legitimizes AI search, making AI SEO and GEO essential for brand visibility.
EU tightens DSA rules for ChatGPT, Reddit, Roblox
The European Commission has designated ChatGPT (OpenAI), Reddit and Roblox as subject to stricter obligations under the EU Digital Services Act (DSA) after each exceeded the threshold of 45 million average monthly users. The three services have four months to adapt to the new requirements, which expand obligations on child protection, illegal content removal and transparency. ChatGPT is already covered by the EU AI Act and is additionally classified under the DSA as a very large online search engine. The DSA has been in force since February 2024; Brussels has previously opened procedures against platforms such as TikTok, Meta properties and Snapchat and imposed multi-million euro fines on services including X, Temu and AliExpress.
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