The UK’s Competition and Markets Authority (CMA) has introduced new rules requiring Google to give online publishers greater control over how their content is used in AI-generated summaries within search results. The measures, announced in early June, represent a first-of-its-kind regulatory intervention aimed at addressing concerns raised by news organisations and other content providers about declining website traffic and revenue following the introduction of AI summaries atop Google’s search pages.

Under the new requirements, publishers will be able to opt out of having their content included in AI search features, such as Google’s AI Overviews, without having to remove their pages entirely from standard search listings. This change aims to strengthen publishers’ negotiating power over content licensing agreements with Google. The CMA also mandates that publisher content used in AI-generated results must be correctly attributed, including clear links to the original sources, in an effort to enhance transparency and user trust.

The CMA, which designated Google with strategic market status for general search services in October, said the internet giant accounts for over 90% of web searches in the UK. The watchdog estimates that search advertising costs amount to nearly £500 annually per UK household, highlighting the need for effective competition. The new rules fall under the UK’s digital markets competition regime and follow proposals first outlined by the CMA in January.

Sarah Cardell, chief executive of the CMA, described the regulation as a “world-first requirement on Google’s search services in the UK,” emphasizing the importance of giving publishers meaningful choice and bargaining power as AI increasingly reshapes online search experiences. She further stated that these measures would help consumers better understand and trust the information presented in AI search results.

Google has begun testing tools allowing a select group of UK-based publishers to manage how their content appears in AI search features, with plans to expand these controls globally in the coming months. Additionally, Google will be required to allow publishers to opt out of having their content used for “fine-tuning” artificial intelligence models, providing content owners greater oversight of AI use cases involving their materials.

The company has stated it is actively engaging with regulators and content creators to respond to feedback on these evolving features. Mrinalini Loew, Google’s general manager for its Search Ecosystem, noted the company is testing new controls that let website owners dictate how their links and content are incorporated in generative AI search functions.

The CMA has given Google nine months to implement the full range of conduct requirements, though it expects compliance with key elements before this deadline. While the new rules have been welcomed by many publishers seeking fairer treatment and recognition for premium content, the situation remains a developing area as both regulators and industry players adapt to the growing role of AI in digital search services.