On Sunday, the European Commission announced that ChatGPT is now officially a “Very Large Online Search Engine”, a large search engine, and that Reddit and Roblox will enter the list of “Very Large Online Platforms” of the Digital Services Act, or DSA. The post does not pass 1.1 million hours of viewing in just a few hours. I know that the repercussions were not what Brussels expected: the comments section saw a festival of debate against the European Union itself.

I read the announcement, the comments and the official statement. The bottom line is that both sides of this strategy are talking about different things. I will show you what was announced in fact, why the internet reacted badly and, mainly, what this movement means for those who work with marketing, SEO and AI, even here in Brazil.

We have designated ChatGPT as a Very Large Online Search Engine and Reddit and Roblox as Very Large Online Platforms under the Digital Services Act.

They now have four months to comply with additional DSA obligations.

More: https://t.co/gIR8vTolmB#DSA pic.twitter.com/luusxUd3i4

— European Commission (@EU_Commission) August 31, 2026

Or what he announced to União Europeia

With the official statement, published on August 30, the three services will declare that after 45 million users have passed, the European Union has indicated that the criteria for entering the DSA regime are the heaviest. The reported numbers are impressive: ChatGPT reported 159 million user messages in the European Union, Reddit 57.2 million and Roblox about 48 million.

With the designation, the deadline is four months, until January 2027, to fulfill the extra obligations of the category: assess and mitigate systemic risks of its algorithms, including the dissemination of illegal content, negative effects on minors, physical and mental health of users, fundamental rights, processes eleitorais and public security. This is accompanied by independent audits, sharing of data with regulators and credentialed investigators and, in case of non-compliance, a fine of 6% of the annual global bill.

As three, the list of platforms in this regime amounts to 28. The executive vice-president of the Commission, Henna Virkkunen, summarizes the spirit of the thing: as companies begin to respond to a higher standard of scrutiny and responsibility, proportional to the impact they have on citizens.

The details that I haven’t commented on: ChatGPT is now the search engine

I don’t have a trick, a beaten pass or a more interesting announcement for our market. The Commission classifies ChatGPT as a hybrid service that qualifies as search enginebecause it answers the questions of users searching on the web. This is the first time that an artificial intelligence system enters this category.

Think not what isso means. We discussed how people will use ChatGPT as a search engine to be part of this marketing forum. Virou legal enquadramento, murdered by the largest regulatory block in the world. The current regulator for the behavior of 159 million Europeans and concludes: this works as expected.

If you are working with SEO or content, save this information. Eu volto nela daqui a little.

A trick: Brussels announces, to the Internet

Now, apart from what fez or post going viral. The most seasoned comments do not discuss the merit of the measure. They ironize União Europeia. One of the most popular ones, with 3 thousand copies and 50 thousand views, thank you for the “important regulations” and suggest banning the internet and electricity in the sequence. Another thing is that the EU was presented as “AI first continent” and now ranks as the world’s main AI tool in the toughest program that exists. The meme of Godzilla is that the monsters of the United States and China appear imposing and the United States of Europe appears wearing a mask. The European thing is ecrevendo, semi irony, that feels sabotaged by its own block.

The general sentiment of two comments is one: while the United States and China are racing to build AI, Europe is racing to regulate it.

It’s a mistake, but there is a real source of frustration. Apple plans to add artificial intelligence resources to Europe, citing regulatory uncertainty. European users receive AI functionalities months after the rest of the world, when they receive them. The European Union follows a big tech that is its own to make yours.

The other side: DSA is not decorative

Before buying or purchasing for inteiro, it is worth looking at the other side. The DSA is not a symbolic law. In 2025 and 2026, the Commission is worth X in 120 million euros, or Temu in 200 million and AliExpress in 550 million. Save money with real money.

And some of the time are not random. Roblox is a platform full of children raising and playing. O Reddit concentrates communities with decentralized moderation. ChatGPT is the gateway to information for thousands of people, including sensitive topics such as health. The question that Europe is doing is legitimate: how does it audit the effects of these systems on minors, elections and mental health?

The problem is the question you asked. Independent audit, annual risk assessment, access to researchers in given years: everything is expensive and slow, and companies review this cost in the form of product delays or market exits. These two comments are, not only, a discussion about the current situation or the balance point. You will not resolve that debate here. I doubt that someone will solve it in a thread of X.

What is so important for marketing, even in Brazil?

Apart from what interests me, it is practical. Three readings for our market.

First of all: o ChatGPT treated as a valid search engine or concept of “AI SEO” or GEO as we call it here. If the European regulator classifies ChatGPT in the same category as Google, the traffic that arises within these AI responses is no longer a curiosity and becomes a channel. The product content needs to start wondering how the brand appears when the IA searches the website to respond. Optimize for search, here for front, including optimize for search that happens within ChatGPT.

Second: Algorithm transparency will turn padrão. Designated platforms must explain how to recommend content and offer alternatives without profile. Isso mexe with organic distribution and segmentation of paid media in Europe first, and tends to be espalhar, because platforms rarely keep two architectures separated for a long time.

Thirdly: o Brazil is in the same place. Last week I wrote about a fine of R$ 153.7 million that the ANPD applied to TikTok, the first time LGPD weighed against a big tech here, also for the protection of minors. The ECA Digital came into force this year requiring identity verification. Repair the situation: Europe and Brazil are looking at the same point, with different laws. We operate a site, e-commerce or platform that will provide accounts on data and minors, in any two markets.

Minha reading

The trick in our comments is fun, but it hides the most useful information in the advertisement. For our market, or given that it is another: o ChatGPT was officially reconfirmed as something people never knew it was. A place where like People look for information on a scale.

I would bet that in the coming months people will see the first demands for transparency on how ChatGPT selects sources and citation sites. On the day that this story comes out, I am already producing content thinking about appearing in AI’s responses, I will thank you for starting it earlier.