The UK’s Competition and Markets Authority (CMA) is recommending measures to give publishers more control over how their content is used in Google’s AI overviews. The aim is to “provide a fairer deal for content publishers, particularly news organizations,” the CMA’s chief executive Sarah Cardell said in a press release.
With Google accounting for more than 90 percent of search inquiries in the UK, the CMA recently designated the company with “strategic market status” for search under the Digital Market Act. That allows the regulator to apply “conduct requirements” on Google to promote competition and avoid antitrust issues.
With those new powers, the CMA proposed a number of measures today. The first is a set of controls that would allow publishers to opt out of their content being used for features like AI Overviews or to train AI models. Google would also need to properly attribute publisher content.
Another measure would require Google to apply fair search result rankings for businesses, with an “effective process for raising and investigating issues.” Google would also need to provide a “choice screen” for alternative search options on Android mobile and Chrome browsers.
“These targeted and proportionate actions would give UK businesses and consumers more choice and control over how they interact with Google’s search services — as well as unlocking greater opportunities for innovation across the UK tech sector and broader economy,” Cardell said in a statement.
In response, Google wrote that it’s “exploring updates to let sites specifically opt out of Search generative AI features.” The aim, it said, is to keep search helpful for people who want information quickly while allowing publishers to better manage content. “Any new controls need to avoid breaking Search in a way that leads to a fragmented or confusing experience for people,” the company wrote, adding that it’s “optimistic” it can meet the CMA’s requirements.
When its new designation was announced in October 2025, Google complained that some of the proposed interventions would inhibit UK innovation and growth. Citing a study, the company said that similar measures imposed by the European Union produced “negative results” that “have cost businesses $114 billion.”
