The Competition and Markets Authority (CMA) has introduced new rules requiring Google to give publishers greater control over how their content is used in AI-powered search features.

The move follows the regulator’s decision to designate Google with Strategic Market Status (SMS) in general search services, allowing the regulator to impose targeted conduct requirements on the search giant.

Under the new rules, publishers will be able to prevent their content from being used in AI-generated search features such as AI Overviews. The CMA said the measures will strengthen publishers' bargaining position when negotiating with Google over the use of their content and help create a fairer relationship between content creators and search platforms, as AI becomes increasingly embedded in online search.

The CMA added that Google will need to provide clear attribution and links to publisher content when AI-generated responses appear in search results. In addition, publishers will gain the ability to opt out of having their content used to fine-tune Google's AI models.

“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,” said Sarah Cardell, chief executive of the CMA. “At the same time, these measures will help tens of millions of UK search users better understand and trust the information presented to them.”

New controls

The announcement comes as Google continues to expand its AI-powered search offering. According to Google, AI Overviews now serves more than 2.5 billion monthly active users globally, while AI Mode has surpassed one billion monthly users.

In response to feedback from publishers and discussions with regulators, Google has announced new controls and reporting tools for website owners.

In a blog post, the company said it will begin testing a new search console setting in the UK that allows website owners to decide whether their content can appear in and help generate responses within AI-powered search experiences, including AI Overviews, AI Mode and AI-powered Discover results.

Mrinalini Loew, general manager of Google Search Ecosystem, said: "We're also actively listening to feedback from publishers and creators, and engaging with regulators like the UK's Competition and Markets Authority to ensure website owners have the right tools as user preferences evolve."

Google said websites that choose to opt out will not appear in AI-generated search experiences and will not receive traffic or impressions from those features. The company added that the setting will not affect rankings in traditional search results.

Alongside the new controls, Google is introducing additional Search Console insights that will show publishers how their content performs within AI-generated search experiences. The data will include impression metrics and information on which pages appear in AI responses and in which countries.

The CMA said it will closely monitor how Google implements the changes, particularly following the company's recent rollout of new AI search capabilities that could significantly alter how users discover information online.

Google will have nine months to fully implement the requirements, although the regulator
expects some publisher controls to become available much sooner. The company must also publish regular compliance reports detailing the changes it has made and how it is meeting the new obligations.

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