UK regulator mandates Google allow publishers to opt out of AI Search features
Google must implement opt-out tools and ensure clear attribution in AI-generated results, marking a significant shift in the relationship between tech giants and news publishers.
The UK Competition and Markets Authority (CMA) has issued a legally enforceable ruling requiring Google to permit website owners to opt out of its AI Search features, including AI Overviews and AI Mode. The directive also mandates that publishers can prevent their content from being used to fine-tune Google’s artificial intelligence models. The regulator described the move as a world first, providing publishers with effective tools to control how their content powers search features.
Under the new conduct rules, Google is required to ensure that publisher content appearing in AI-generated search results is properly attributed with clear links. The CMA stated that these requirements aim to secure a fairer deal for publishers and consumers while improving Google’s search services in the UK. The ruling places news organisations and other website owners in a stronger position to negotiate content deals with the search giant.
Google has begun rolling out a new toggle within Search Console for a subset of UK website owners to manage these settings. This tool allows publishers to control how their content is used across AI Search tools, including AI Overviews, AI Mode, and AI Overviews in Discover. The company plans to expand the functionality globally following testing of the UK implementation.
Websites that choose to opt out entirely will not receive traffic or impressions from generative AI features. Google confirmed that this control will not be used as a ranking signal for standard search results outside of AI Search features. Additionally, new Search Console insights are being rolled out, providing metrics on which webpages appear in AI responses and in which countries they are featured.
News Media Association CEO Theo Bamber welcomed the ruling as a significant step towards leveling the playing field and building a fair, transparent digital economy. He emphasised that the success of the measure relies on efficient implementation and robust enforcement. Reports indicate that Google previously rejected giving publishers more control, citing that the space was evolving into one for monetisation.
