Online publishers are getting more control over how their websites appear in Google’s AI-powered search features after a new ruling from the UK’s Competition and Markets Authority.
The CMA has introduced a new conduct rule that requires Google to let website owners block their content from being used in AI Search features such as AI Overviews. Publishers will also be able to stop their content from being used for the fine-tuning of Google’s AI models.
The regulator described the move as a world first, saying publishers will now have stronger tools to prevent their content from powering AI features in search. The CMA said this gives publishers, including news organizations, a better position when negotiating content deals with Google.
Google will also be required to make sure publisher content is properly attributed in AI-generated search results through clear links. According to the CMA, the rules are designed to create a fairer deal for publishers and consumers while improving Google’s search services in the UK.
In response to the ruling, Google has already started rolling out new controls to a small group of website owners in the UK. The company plans to make the features available globally after testing.
One of the main changes is a new toggle in Google Search Console that allows publishers to manage how their content is used in AI Search tools, including AI Overviews, AI Mode, and AI Overviews in Discover. If a website fully opts out, it will no longer receive traffic or impressions from generative AI features. Google says the setting will not affect ranking in regular search results outside AI-powered search features.
Google is also introducing new Search Console insights that show website owners which pages are appearing in AI responses and which countries those appearances are coming from.
News Media Association CEO Theo Bamber welcomed the ruling, calling it an important step toward building a fairer and more transparent digital economy where premium content is respected and properly compensated. He said the success of the rules will depend on strong enforcement, smooth implementation, and the ability to adapt if the rules do not work as intended.
Google had reportedly pushed back against giving publishers more control over how their website content is used in AI Search features, as the company sees the area as an emerging space for monetization.
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