UK publishers can opt out of Google AI search results
The UK’s Competition and Markets Authority (CMA) has imposed a new requirement on Google, allowing online publishers to opt out of having their content used in the company’s generative AI search features.
The mandate follows the regulator’s decision to designate Google as having “strategic market status” in general search, a sector where the company controls over 90% of the UK market.
Publishers rely on this search traffic, but recent changes – including the placement of “AI Overviews” at the top of results pages – have led to declines in referral clicks for many websites.
Under the new rules, UK publishers can block their material from appearing in these AI summaries and prevent Google from using their content to fine-tune AI models. The CMA states that this functionality will allow media firms to negotiate content licensing deals from a stronger position.
For publishers that choose to remain included, Google is required to provide proper attribution with clear links to the original sources.
“Today, we have introduced a world‑first requirement on Google’s search services in the UK, enabling fair treatment, greater transparency and meaningful choice for businesses and consumers,” said Sarah Cardell, Chief Executive of the CMA.
“With features like AI Overviews rapidly reshaping online search, it is crucial that content publishers, including news organisations, have appropriate bargaining power over how their content is used.”
Google confirmed it is testing these opt-out features in the UK before a wider global rollout, noting that sites choosing to opt out will not receive traffic or impressions from its generative AI features. The company stated it is working with regulators “to ensure website owners have the right tools as user preferences evolve.”
Google has nine months to fully implement the changes and must submit compliance reports every six months during the first year. The CMA expects key components of the controls to be available before the final deadline and noted it will continue to monitor Google’s ongoing search updates.
“The requirements we’ve introduced today are designed to respond to what Google is doing now and in the future,” Cardell said. “We’ll also continue to use the unique flexibility of the UK regime to monitor and address future concerns as they arise.”
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