Google Sues SerpApi for Allegedly Scraping and Reselling Search Data in DMCA Complaint – Monday, December 22, 2025

Google has initiated a DMCA lawsuit against SerpApi, accusing the company of scraping and reselling Google Search data in violation of its terms of service and copyright. This legal move underscores Google's intensified efforts to safeguard its search data from unauthorized access and protect its intellectual property.

Who should care: CMOs, marketing directors, SEO leads, content operations managers, demand generation teams, and marketing automation specialists.

What happened?

Google has filed a lawsuit under the Digital Millennium Copyright Act (DMCA) against SerpApi, a company that provides real-time access to Search Engine Results Page (SERP) data. The lawsuit alleges that SerpApi’s practice of scraping Google’s search results and reselling that data violates Google’s terms of service and infringes on its copyright protections. SerpApi’s business model relies on extracting search data directly from Google’s platform without authorization, which Google argues undermines its proprietary control and business interests. This legal action is part of a broader effort by Google to clamp down on unauthorized use of its search data, reflecting the increasing tension between open data accessibility and the enforcement of proprietary rights in the digital economy. The case’s outcome could set a critical precedent for how search engines enforce their terms of service and copyright protections, potentially reshaping the way businesses that depend on SERP data for marketing, analytics, and competitive intelligence operate.

Why now?

This lawsuit comes at a time when data has become one of the most valuable assets in the tech industry, and protecting it from unauthorized use is a growing priority. Over the past 18 months, there has been a marked increase in legal actions aimed at enforcing terms of service and safeguarding intellectual property rights. Google’s decision to pursue this case now reflects its strategic focus on maintaining control over its data assets amid rising competition and heightened regulatory scrutiny. As data-driven insights become central to business success, companies like Google are doubling down on legal protections to secure their competitive advantage and prevent misuse of their platforms.

So what?

For marketing and SEO professionals, this lawsuit highlights the urgent need to understand the legal boundaries around data usage and the risks associated with unauthorized scraping. The case could redefine the limits of data accessibility and proprietary control, influencing how businesses source and utilize SERP data within their marketing and analytics strategies. Organizations relying on third-party data providers should carefully evaluate their data acquisition methods to ensure compliance with evolving legal standards and avoid potential litigation. This development also signals a broader industry shift toward stricter enforcement of data use policies, which could impact operational practices and strategic planning.

What this means for you:

• For CMOs: Reassess your data sourcing strategies to ensure they comply with legal requirements and minimize the risk of disruptions.
• For SEO leads: Monitor changes in data access regulations closely, as they may affect SEO tactics and the availability of key performance data.
• For content operations managers: Consider how potential restrictions on data access might impact content planning and adjust your strategies accordingly.

Quick Hits

• Impact / Risk: Google’s legal action could lead to tighter restrictions on access to SERP data, affecting businesses that depend on this information.
• Operational Implication: Companies may need to revise their data acquisition approaches to align with stricter legal and compliance standards.
• Action This Week: Review your current data sourcing practices, consult with your legal team about potential risks, and update compliance protocols as needed.