The UK's Competition and Markets Authority (CMA) has ruled that online publishers and news organisations can now block their content from appearing in Google's AI-generated search summaries. This decision aims to give publishers more negotiating power over content deals with the tech giant.
Many media organisations had complained that AI overviews, which appear at the top of search results, reduced click-through traffic to their websites and hurt revenue. Previously, websites could not opt out of AI overviews without also withdrawing from traditional Google search, which would have significantly reduced their visibility.
The News Media Association, representing UK publishers including the Guardian, called the decision a "significant step towards levelling the playing field." Google said it would begin testing a new control from Wednesday on a subset of UK media sites, with plans to roll it out globally.
The CMA also required Google to ensure proper attribution with clear links in AI-generated results to boost consumer trust. Sarah Cardell, the CMA's chief executive, described it as a "world-first requirement on Google's search services in the UK."
Google accounts for over 90% of general searches in the UK. The CMA estimated that search advertising costs nearly £500 per UK household annually, which could be reduced with effective competition.
Tom Smith, a competition lawyer representing news publishers, said the CMA "should be congratulated for tackling this issue" and noted that Google's plan to roll out changes globally was a "big win." The watchdog said it would make further announcements related to Google's search business in the coming weeks.
