The UK’s competition watchdog has introduced a new set of rules requiring Google to make significant changes to how its search platform uses publisher content in artificial intelligence-powered features, marking a major step under the country’s new digital markets framework.
The Competition and Markets Authority (CMA) announced the measures after formally designating Google as holding Strategic Market Status (SMS) in general search services. The designation grants the regulator authority to impose conduct requirements aimed at promoting fair competition, transparency and consumer choice.
According to a statement from the CMA, the newly imposed requirement is designed to ensure publishers have greater control over how their content is used in Google’s AI-driven search tools, including features such as AI Overviews. The regulator said the changes are intended to strengthen the negotiating position of publishers, including news organizations, when discussing content arrangements with Google.
Under the new rules, publishers will be able to prevent their material from being used to power AI-generated search features. The CMA described the measure as a world-first intervention, giving content creators tools to limit the use of their work in AI search products while continuing to participate in traditional search indexing.
Per a statement from the regulator, Google will also be required to provide clearer attribution when publisher content appears in AI-generated search responses. The CMA said the move is intended to improve transparency and help users better understand the sources of information presented in search results.
Following feedback received during consultations, the regulator expanded the requirement to include controls over AI model development. Publishers will be allowed to opt out of having their content used for the fine-tuning of Google’s AI systems, giving them broader oversight of how their material is deployed across AI applications, according to a statement.
The measures come as Google accelerates the integration of artificial intelligence into its search products. In May, the company announced further changes aimed at embedding AI technologies more deeply into the search experience, developments that could significantly alter how information is displayed to users in the UK.
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The CMA said the newly introduced requirement will apply to those evolving search features and noted that it is closely monitoring Google’s implementation of AI-powered search changes. The regulator added that it may consider additional interventions if further action is needed to maintain what it described as a fair exchange of value between Google and publishers.
Sarah Cardell, Chief Executive of the CMA, said: “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.”
She added: “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. At the same time, these measures will help tens of millions of UK search users better understand and trust the information presented to them.”
Cardell also highlighted the need for regulatory flexibility as search technologies continue to evolve.
“It’s also important that any action we take in this space can move with the times. Google has recently announced changes to its search business and the requirements we’ve introduced today are designed to respond to what Google is doing now and in the future. We’ll also continue to use the unique flexibility of the UK regime to monitor and address future concerns as they arise and we will be announcing further action in relation to Google’s search business in the coming weeks,” she said.
Google will have up to nine months to fully implement the required changes. However, the CMA said it expects some publisher controls to become available before the deadline expires.
As part of the compliance process, Google will be required to submit public reports detailing the changes it has made and providing data demonstrating adherence to the new rules. According to the CMA, those reports will be published every six months during the first year, after which reporting requirements may be reviewed.
Source: Gov UK
