The Competition and Markets Authority (CMA) in the UK has issued a groundbreaking order requiring Google to allow news publishers to opt out of having their online content scraped for generative artificial intelligence (AI) services and features for British users. This decision, hailed as a "world first" by the regulator, aims to address Google's significant influence over the UK's online search market by leveraging new digital powers.

Under the CMA's directive, Google is mandated to provide online publishers with "effective tools" that will enable them to prevent their content from being utilized to power the company's various generative AI services, including AI search features like AI Overviews and AI Mode. Furthermore, Google must ensure proper citation of publisher content in its AI-generated search results through the use of clear and distinct links. Publishers will also gain the option to prevent their content from being used to fine-tune Google's AI models. The watchdog emphasized that these measures are designed to strengthen the negotiating position of publishers when engaging in content deals with Google. The term "publishers" encompasses any entity that makes content available on the web to people in Britain.

This ruling was anticipated, as the CMA had previously released draft proposals earlier in the year, following its use of new digital powers to classify Google as a "strategic" player in the online search advertising sector. The regulator's earlier investigations revealed that news publishers had experienced a decline in website traffic since Google introduced its AI Overviews – summarized answers that appear at the top of certain search queries – due to fewer users clicking through to the original articles. The CMA also confirmed that its new requirements would extend to the significant AI-centric changes Google unveiled in May, which further integrate AI into the company's search services.

In response to the developments, Mrinalini Loew, Google's general manager of search ecosystem, stated in a blog post that the company is "engaging with regulators like the UK’s Competition and Markets Authority to ensure website owners have the right tools as user preferences evolve." She added that Google is commencing tests on a new control designed to allow website owners to manage how their links and content appear within generative AI Search features. Sarah Cardell, Chief Executive of the CMA, underscored the broader impact of these measures, asserting they will lead to "fair treatment, greater transparency and meaningful choice for businesses and consumers," ultimately helping tens of millions of British users to "better understand and trust the information presented to them."