The UK's Competition and Markets Authority (CMA) has required Google to allow news publishers and other online content creators to opt out of its AI-powered search features. This is a world-first measure designed to give publishers greater control over how their content is used in AI-generated search results.
Under the new rules, Google must provide publishers with effective tools to prevent their content from being used in AI Overviews and other AI search features. The CMA also mandates that Google properly attribute publisher content with clear links in AI-generated results, aiming to boost consumer trust.
Additionally, publishers will be able to opt out of having their content used for 'fine-tuning' of AI models. The CMA stated that this provides publishers with confidence over the full range of AI use-cases of their content.
The CMA has given Google nine months to implement these changes, but expects compliance with key parts well before the deadline. This follows complaints from publishers about a sharp decline in website traffic since Google launched AI-generated summaries at the top of search results.
CMA chief executive Sarah Cardell said the requirements enable fair treatment, greater transparency, and meaningful choice for businesses and consumers. Google responded that it is actively listening to feedback and engaging with regulators, and has begun testing new controls for website owners to manage how their content appears in generative AI search features.
