The internet, once celebrated as a decentralized public sphere, is increasingly undermined by practices such as generative search and shadow banning, which divert traffic and suppress visibility. Generative search, powered by Retrieval Augmented Generation RAG, synthesizes content into direct answers, bypassing websites and depriving them of traffic and revenue. This threatens the sustainability of independent content creators, small enterprises, and the open web ecosystem. Shadow banning, a practice that intentionally reduces the visibility of social media posts through algorithmic moderation, exacerbates these issues by chilling free expression and limiting transparency and accountability. This article explores these opaque practices through a legal and regulatory lens. The first part examines the rise of generative search, analyzing its technological and legal implications, including copyright infringement, unfair competition, and unjust enrichment. It also evaluates potential solutions such as licensing agreements and agentic AI. The second part focuses on shadow banning: algorithmic dissuasion, de-ranking, and the reduction of traffic, with specific attention to Chinas Regulation on Algorithmic Recommendations RAR and the EUs Artificial Intelligence Act AIA. Both frameworks offer partial solutions but fall short of ensuring fairness, transparency, and redress mechanisms. Ultimately, the shift toward centralized control by dominant platforms prioritizes profit and risk management over innovation, fairness, and diversity in online expression. To counteract these trends, regulatory interventions, algorithmic transparency, and equitable frameworks are essential. Without such measures, the internet risks losing its character as a democratized public sphere for free expression and innovation.