The crew of Artemis 2 are preparing to become the first humans to fly to the moon since 1972. The Artemis program faces many challenges but allowing people to learn about the program should not be one of them. Targeting the word 'Artemis' no matter what the context, a reckless anti-piracy sweep has demanded Google deindexing against dozens of innocent platforms for simply trying to report on mankind's quest for knowledge.


There’s no question that content creators should have the ability and means to protect their work.

Those who rely on easily copied images to generate income face a stark choice; allow third-parties to illegally profit from illicit copies that may even outrank the originals in Google search, or spend time and money fighting back.

For an increasing number of OnlyFans and Instagram models, hiring companies that offer cut-price DMCA takedown services may seem like the perfect solution. The reality is that cheap can come at a cost.

Reckless takedown practices, with creators’ names necessarily associated with them, are punishing other innocent creators by demanding that all record of their work is deindexed from Google search.

[NSFW] The takedown notices below contain explicit language

Artemis: Goddess of the Moon

As the crew of Artemis 2 prepare to become the first humans to fly to the moon since 1972, the possibilities of space travel are once again igniting imaginations globally. More than 92% of internet users who want to learn more about this historic mission and the program in general are statistically likely to use Google search.

Behind the scenes, however, the ability to find relevant content is under attack. Blundering DMCA takedown notices sent by a company calling itself DMCA Piracy Prevention Inc. claim to protect the rights of an OnlyFans/Instagram model working under the name ‘Artemis’.

Instead, keyword-based systems that fail to discriminate between copyright-infringing content and that referencing the word Artemis in any other context, are flooding towards Google. They contain demands to completely deindex non-infringing, unrelated content, produced by innocent third parties all over the world.

A Typically Abusive Google Deindexing Demand

A recent deindexing demand dated December 13, 2022, lists DMCA Piracy Prevention Inc. of Canada as the sender. The name of the content owner is redacted but the notice itself states that the company represents a content creator performing under the name Artemis.


The notice demands the removal of 3,617 URLs from Google search. If successful, those URLs would be completely unfindable by more than 92% of the world’s population who use that search engine. We don’t have the resources to check every URL so let’s begin by looking at a sample of the first 20 URLs in the notice and the content they relate to.

• Artemis 1 is (probably) a go on Saturday, 3 September (link)
• Light Start: Artemis 1 delayed (link)
• Light Start: Darth Vader retires, Artemis 1 (still) grounded (link)
• LEGO puts the Artemis space program in the spotlight in its latest sets (link)
• Spazio Tutto pronto per il “primo viaggio” del razzo lunare Artemis (link)
• SLS verso la rampa di lancio, si avvicina Artemis I (link)

At least 9 of the first 20 URLs in the notice demand the removal of non-infringing articles and news reports referencing the Artemis space program. None have anything to do with the content the sender claims to protect.


From a human perspective the demand for Google to deindex the third URL in the list is almost beyond words.

Published by The Villanova Law Institute, the article reports on Project Artemis, a Microsoft AI initiative that aims to prevent the grooming and exploitation of vulnerable children.


Other Abusive Takedowns


Sadly, the blunders detailed above just the tip of the iceberg.

Other publications also wrongfully targeted in this single notice include very well-known ones. Arguably, most if not all of these domains should be whitelisted; none are ever likely to publish images of an adult performer.

The BBC, Clubic, Coinmarket, AvaxGFX, Le Monde, El Pais, The Verge, The Star, The Street, La Presse, Rappler, Zeit, Globo, ORF, Astro Space, UK Government (gov.uk), YLE, Hackaday, Golem, CP24, Iowa College, Mars Society, New Atlas, and Global Fairs.

After a while, long lists of URLs can lose some of their impact so to demonstrate that real articles are being targeted for deindexing, a small visual sample of the articles published under the URLs in the takedown notice can be seen below.