UK Imposes New Conduct Rules on Google Over Use of Publisher Content in AI Features

LONDON: UK has introduced new conduct requirements on Google, granting publishers greater control over how their content is used in the tech giant’s artificial intelligence features, as the country’s competition regulator strengthens oversight of digital markets.

The Competition and Markets Authority (CMA) has raised concerns about Google’s dominance in online search, where the company accounts for more than 90% of UK queries. Under its designation of Google with “strategic market status,” the regulator is now empowered to impose targeted rules aimed at improving transparency, fairness, and competition.

On Wednesday, the CMA said the new requirements under the UK’s digital markets competition regime would provide publishers with “more control and stronger bargaining power over the use of their content,” while ensuring what it described as a fairer commercial framework.

The move comes amid growing concern from news organisations and publishers that traffic to their websites is declining as users increasingly rely on AI-generated summaries and overviews rather than clicking through to original sources.

In response, Google said it is introducing “new resources, insights and control for website owners” to help them adapt to changes in how users discover information through generative AI tools. The company also said it is testing a new control feature allowing publishers to manage how their content appears in AI-powered search features.

According to Google, publishers who choose to opt out of AI Overviews and AI Mode will no longer receive traffic from those features, although traditional search visibility will remain unaffected. The company also said it is increasing the number of links included in AI-generated responses and rolling out additional tools to provide publishers with greater insight into content usage.

The CMA further stated that Google will be required to ensure proper attribution of publisher content, including that of news organisations, within AI-generated search results through clear and visible linking.

CMA Chief Executive Sarah Cardell said the measures are designed to respond to ongoing developments in Google’s search business and ensure regulation keeps pace with emerging technologies.

Google continues to face increasing regulatory scrutiny globally, including in the United States and the European Union, as authorities examine the competitive impact of its dominance in search and its expanding use of artificial intelligence. The company has previously indicated it is developing additional controls to address regulatory concerns in the UK.