UK Regulator Allows Websites to Opt Out of Google AI Search Features
Britain’s competition regulator has directed Google to allow website owners in the United Kingdom to opt out of having their content used in its artificial intelligence (AI) search features.
The Competition and Markets Authority (CMA) described the move as a “world first,” following a proposal introduced earlier in January.
The decision comes amid ongoing concerns from publishers, particularly media organizations, who argue that AI systems may use their content without proper compensation. They also say that AI-generated summaries can reduce user traffic to original websites, potentially affecting advertising revenue.
In response, Google stated that websites choosing to opt out would no longer receive traffic or visibility from its generative AI search features. The company added that it is testing new tools to give publishers more control over how their content appears in AI-driven search results.
According to Google’s Search Ecosystem General Manager Mrinalini Loew, the new controls are designed to help website owners manage their presence in AI search experiences.
The CMA said the decision is intended to create a more balanced system for publishers and ensure that content is properly attributed in AI-generated results. It also stated that Google must provide clear links and attribution when using publisher content in AI summaries.
The regulator had previously designated Google with “strategic market status,” placing it under stricter oversight due to its influence in the digital market.
CMA Chief Executive Sarah Cardell said that as AI-powered search tools such as Google’s AI Overviews continue to grow, it is important that publishers, including news organizations, have fair control over how their content is used.
Google has said that its AI Overviews feature now serves more than 2.5 billion users monthly, and the company is continuing to expand AI integration within its search platform.
