As artificial intelligence reshapes how people find information online, UK regulators are stepping in with proposals that could significantly alter the balance of power between Google and content creators. The move signals a broader shift toward tighter oversight of AI-driven search features and their impact on digital publishing.
On Wednesday, Britain’s Competition and Markets Authority (CMA) unveiled a proposal that would allow websites to opt out of having their content used in Google’s AI Overviews feature. The consultation, open until February 25, reflects growing concern over how generative AI in search affects publishers, competition, and user choice.
Greater Control Over Google AI Search Features
According to CMA chief executive Sarah Cardell, the proposal aims to give UK businesses and consumers “more choice and control” in how they interact with Google Search. Notably, it would also offer a fairer framework for content publishers—especially news organizations—whose material increasingly appears in AI-generated summaries.
Under the proposed rules, publishers would be able to prevent their content from being used to power AI features like AI Overviews or to train AI models outside of traditional Google Search. Meanwhile, Google would be required to take practical steps to ensure clear attribution when publisher content appears in AI-generated results.
The CMA first signaled tougher oversight in October, laying the groundwork for targeted regulation of major technology platforms. Those measures are part of the UK’s evolving digital competition policy, which focuses on curbing the market dominance of large search engines and AI providers. More details about the regulator’s work can be found on the official CMA website.
Publishers Raise Concerns Over Traffic and Revenue
Publishers, particularly media outlets, have long argued that AI-generated summaries reduce clicks to original articles, cutting website traffic and, in turn, digital advertising revenue. That said, the issue goes beyond short-term losses and touches on the sustainability of online journalism.
Owen Meredith, chief executive of the News Media Association, warned that Google can extract valuable data without adequate compensation, harming publishers while strengthening its position in the AI model market. These concerns echo wider debates about AI content usage, copyright, and fair competition.
Google, which supports advertising for more than 200,000 UK businesses, responded by saying it is already updating its controls to allow sites to opt out of search generative AI features. However, the company cautioned that new rules must avoid disrupting search functionality or creating a confusing user experience. More information on Google’s approach to AI in search is available via its official blog.
What the Proposed CMA Rules Could Change
Beyond AI Overviews, the CMA is also considering a mandatory choice screen that would let users change their default search engine more easily, alongside rules designed to ensure fair and transparent ranking of search results.
According to Will Hayter, the CMA’s executive director for digital markets, these measures would strengthen publishers’ bargaining power, support trusted online information, and help users verify sources in AI-generated content. In the long run, the proposals could reshape how AI-powered search operates in the UK, setting a precedent for global digital regulation.
