The UK Competition and Markets Authority (CMA) has introduced new conduct rules requiring Google to offer website publishers the ability to opt out of having their content used in certain Google Search AI features. The rules are intended to give publishers more control over how their material appears in AI-generated results, including products such as AI Overviews, and to allow them to stop Google from using their content for purposes such as “fine-tuning” AI models.
Under the CMA’s framework, publishers must be able to prevent their sites from being used to power generative AI elements in Search while still receiving access to traditional search listings, as the CMA focuses specifically on AI Search features. Google must also provide clearer attribution and links associated with AI-generated results. The CMA says the changes are meant to strengthen publishers’ negotiating positions with Google.
Google has said it will implement the requirements and has described testing a publisher “toggle” for removing access to generative AI features. The company is also expected to provide metrics and reporting about which pages appear in AI responses and related performance data. The CMA plans to oversee implementation, with Google required to report compliance periodically.
