The Competition & Markets Authority (CMA) has imposed what it claims is a “world-first” legally binding conduct requirement forcing Google to give online publishers control over how their content is used in AI-generated search results.
The move aims to address sharp drops in website referral traffic caused by features like Google’s AI Overviews and AI Mode, which scrape web articles to answer user queries directly on the search page.
The CMA says the changes will put publishers, like news organisations, in a stronger position to negotiate content deals with Google.
Google is also now required to make sure that publisher content is properly attributed, using clear links, in AI‑generated search results.
In July last year, a consortium of publishers and advertisers lodged complaints in both the UK and EU over Google’s AI Overview, amid claims that the tool not only steals publishers’ content but also their traffic, by discouraging readers from clicking through to individual sites.
And, following consultation feedback, Google will now also have to allow publishers to opt-out of allowing their content to be used for the ‘fine-tuning’ of AI models. The CMA insists this provides publishers with confidence that they will have control over the full range of AI use-cases of their content.
In May, Google announced significant changes to its search platform to further embed AI technologies, which could fundamentally change how search results are presented to users in the UK. This conduct requirement will apply to those changes.
However, the CMA is actively monitoring how Google is implementing these changes – including assessing the implications for businesses. If needed, the CMA will bring forward work on further measures to ensure a fair exchange of value between Google and publishers.
CMA chief executive Sarah Cardell 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.
“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.
“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.”
Google has been given nine months to implement all changes but the CMA says it expects important parts of the controls to become available to publishers well before that deadline.
Google will also be required to submit and publish compliance reports, supported by key data and metrics, explaining changes it has made and how it has complied. These are due every six months for the first year, after which the CMA will review the frequency of reporting. The CMA welcomes feedback from interested parties about these changes they are rolled out.
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