Google AI Overviews Serve Up Big Tobacco's PR as Neutral Facts

When researchers and journalists searched Google for Philip Morris International, British American Tobacco, and James Hardie — companies with decades of documented harm — Google's AI Overviews returned glowing summaries drawn heavily from the companies' own websites. Philip Morris was described as "a leading international tobacco company working to transition from cigarettes to smoke-free products" focused on "a future without cigarettes," with no mention of court findings that the company spent decades lying to the public about the addictiveness and health risks of smoking. James Hardie, once Australia's largest asbestos distributor, was hailed as a "global leader" that "pioneered asbestos-free fibre cement" — omitting that asbestos products still kill thousands of Australians each year.

University of Sydney public health professor Becky Freeman called the Philip Morris summary "essentially a regurgitation of Philip Morris International's PR materials." Experts say companies are now racing to optimise their websites specifically so AI systems ingest and repeat their preferred narratives — a practice known as generative engine optimisation (GEO). Google maintains it does not allow paid influence over AI Overviews and draws from sources it deems most reliable, but its own disclaimer acknowledges the feature "may sometimes provide inaccurate content." After the ABC contacted Google, subsequent searches began returning overviews that at least noted Philip Morris's "Big Tobacco" classification — though Google denies that change had anything to do with the inquiry.