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Italy Targets Google with New Tax Measures, U.S. Considers Economic Retaliation

Italy has set its sights on Google with new tax measures aimed at ensuring that major multinational tech companies pay their fair share of taxes. Following the recent taxation of Amazon, the Italian government is now focusing on Google as part of its broader initiative to tighten regulations on digital giants operating within the country. However, these moves have sparked tensions with the United States, which is contemplating economic retaliation in response.

Italy’s decision to impose additional taxes on Google follows a growing trend in Europe where governments are pushing for more stringent tax policies for large tech corporations. These companies, including Google, Amazon, and Facebook, have long been accused of exploiting loopholes in international tax laws to reduce their tax liabilities in countries where they generate significant revenue. Italy’s government, like several others in Europe, has expressed frustration with the minimal taxes paid by these tech giants, given their substantial earnings from Italian consumers.

The Italian authorities argue that Google and other digital platforms benefit immensely from local markets without contributing proportionately to the public finances. The new tax measures are designed to close this gap, ensuring that these companies contribute more to the Italian economy. Italy’s move aligns with similar actions by other European countries, such as France and Spain, which have also introduced digital services taxes targeting multinational tech companies.

In response to these developments, the United States has hinted at potential economic reprisals. Washington has long opposed unilateral tax measures imposed by European nations on American tech companies, arguing that such policies unfairly target U.S. firms and violate international trade agreements. The U.S. government has previously threatened to introduce tariffs or other trade barriers as a form of retaliation against countries that implement these digital taxes.

This situation places Italy in a delicate position. On one hand, the country is seeking to address the imbalance in tax contributions from global tech firms, which many view as essential for ensuring a fairer distribution of tax burdens. On the other hand, Italy risks sparking a trade conflict with the U.S., its key ally and major trading partner. Such a dispute could have significant economic repercussions, not only for Italy but also for broader European-U.S. relations.

The broader context of this dispute lies in the ongoing global debate over how to tax digital services in a rapidly evolving global economy. The Organisation for Economic Co-operation and Development (OECD) has been working on a global framework to address these issues, but progress has been slow. In the absence of an international agreement, countries like Italy are taking matters into their own hands, leading to potential clashes with the U.S.

Cloudflare Sets New Default To Separate Search Crawlers From AI Bots

Cloudflare has drawn a sharper line between traditional search and artificial intelligence.

Beginning September 15, 2026, the company will change its default settings to block so-called mixed-use crawlers from pages that run ads, unless a site owner chooses otherwise. The policy applies to new Cloudflare customers, new sites created by existing customers, and all current free customers.

A Clearer Divide In Web Access

The shift could materially reshape how AI companies collect web data for model training and agentic products. Cloudflare’s central argument is straightforward: most publishers want their content to remain visible in search and accessible through certain AI services, but they do not want that same material repurposed without compensation.

In Cloudflare’s view, the problem is not crawling itself. It is the blending of three different functions: search, agentic use, and training into a single bot that makes it difficult for website owners to set meaningful boundaries.

The Google Question

Cloudflare pointedly referenced the “world’s largest search engine,” an unmistakable nod to Google, arguing that it has access to roughly twice as much information as rival AI companies because it makes it harder for customers to stay discoverable without also being used for AI.

Google has disputed that framing. The company offers Google Extended, a crawler setting that lets publishers opt out of having content used for training and AI products such as Gemini apps and Vertex AI, without affecting visibility in Google Search. At the same time, Googlebot still crawls for Search and for AI-powered features such as AI Overviews and AI Mode.

Publishers Want Reach, Not Exploitation

Matthew Prince, Cloudflare’s co-founder and chief executive, said the company is moving quickly because the internet is now dominated by machine traffic.

“Now that the majority of traffic on the Internet is non-human, we must go further and act faster so that a sustainable ecosystem can emerge,” Prince said, referring to the recent milestone in which bots surpassed human traffic online sooner than expected.

Prince added that Cloudflare’s tools and partnerships are designed to give publishers more visibility and commercial leverage, while also rewarding AI companies that are transparent about how they use content.

From Pay Per Crawl To Pay Per Use

Cloudflare has increasingly positioned itself as a gatekeeper for publishers looking to assert control in the AI era. The company already offers tools to block AI bots, along with a marketplace called Pay Per Crawl, which lets websites charge AI systems for scraping.

That framework is now expanding into Pay Per Use, which Cloudflare says will allow publishers to charge AI companies when content creates value, not merely when it is fetched. In practical terms, that shifts the economics from extraction to monetization.

Cloudflare says the move may also reduce waste. Its data suggests more than half of crawl traffic from AI bots is spent revisiting pages that have not changed, consuming bandwidth and compute without adding fresh value for either side.

Early Partners Signal The Commercial Model

To launch the new system, Cloudflare is working with Ceramic.ai and You.com. Under the opt-in model, publishers can be paid when their content appears in Ceramic’s AI search results or when You.com accesses premium material.

Cloudflare says other AI companies can adapt the model to fit their own products. The broader message is clear: the era of unrestricted crawling is giving way to one in which access, attribution, and compensation are increasingly negotiated rather than assumed.

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