UK Publishers Gain Opt-Out From Google AI Overviews, CMA Mandates Attribution

Online publishers in the UK are now afforded the ability to opt out of appearing in the AI Overviews within Google search results, according to an announcement from the Competition and Markets Authority (CMA).

The competition regulator stated this measure would “put publishers, like news organisations, in a stronger position to negotiate content deals with Google”. This development emerges amidst persistent grievances from numerous websites reporting substantial traffic reductions since Google began featuring AI summaries prominently at the apex of its search results pages.

Google confirmed in a blog post on Wednesday that it is piloting new functionalities to permit website owners to withdraw their sites from AI search. These features are scheduled for initial trial in the UK before a global deployment. Google also noted its engagement with regulators “to ensure website owners have the right tools as user preferences evolve”. The company clarified that sites opting out would not receive traffic or impressions from its generative AI features.

Crucially, the CMA has mandated that Google must properly attribute publisher content appearing in its AI search results, necessitating clear links to their original sites. Sarah Cardell, CMA Chief Executive, emphasised the importance of content publishers, including news organisations, possessing “appropriate bargaining power over how their content is used”. She characterised this as a “world-first requirement” designed to foster “fair treatment, greater transparency and meaningful choice for businesses and consumers”.

Google commands over 90% of the UK online search market, according to CMA data. For nearly three decades, websites and publishers have relied heavily on its search results to direct users to their operations. The CMA asserts that a publisher’s decision to opt out of Google’s AI search results provides them with leverage to negotiate financial arrangements for the content utilised by the AI in its outputs.

Google has been granted nine months to implement these changes, although the CMA has expressed a desire for “important parts” of the requirements to be enacted sooner. The regulator holds enhanced powers over Google and other significant technology corporations, given their designation as having an influential position in the digital market. The CMA has pledged to monitor developments in Google search, retaining the authority to take further action if deemed necessary.