A highly controversial court order that required Cisco, Cloudflare, and Google to poison DNS earlier this year was just the beginning. To further combat sports piracy, broadcaster Canal+ sought several follow-up orders. Cisco had discontinued its OpenDNS service in France due to the legal restrictions, so only Google and Cloudflare put up a defense, but without the desired result.
In general DNS poisoning is not a very effective measure as these companies point out in the article.