UK Forces More Control Over Google's AI Search

The UK's Competition and Markets Authority (CMA) has imposed new rules on Google's search services. Publishers in Great Britain will henceforth be provided with tools to prevent their content from being used for AI features in search, such as "AI Overviews" and "AI Mode". According to the authority, this is intended to strengthen publishers' negotiating position with Google.

Google is also obligated to clearly attribute publishers' content in AI-generated search results and to direct users to original sources with unambiguous links. Furthermore, Google must provide an opt-out for the use of publisher content for "fine-tuning" AI models. These regulations extend beyond the presentation in AI search results and encompass other AI uses of content.

"Today, we have implemented world-first regulations for Google's search services in the UK, enabling fair treatment, increased transparency, and genuine choices for businesses and consumers," stated CMA head Sarah Cardell. The regulations followed Google's classification as an actor with a strategically significant market position in the search business in October 2025.

The CMA is giving Google nine months to implement the changes. However, the authority expects key aspects of the new control mechanisms to be available to publishers well before the deadline. The CMA will actively monitor the implementation of the regulations. The new rules are explicitly designed as a response to current and future changes in Google's search services, including the new AI features announced in May.