Britain's competition regulator has ordered Google to give news publishers and website owners the option to stop their online content from being used for the company's AI-powered search features and other artificial intelligence services.
The UK's competition watchdog, the Competition and Markets Authority (CMA), announced the move on Wednesday, describing it as a world-first measure aimed at giving publishers greater control over how their content is used by AI systems.
The decision is part of broader efforts to reduce Google's dominance in the UK's online search market. Under the new rules, Google must provide effective tools that allow publishers to prevent their content from being used in generative AI services, including AI-powered search features such as AI Overviews and AI Mode.
Google will also be required to clearly identify and link to publisher content used in AI-generated search results. In addition, publishers will be able to opt out of having their content used to train or improve Google's AI models.
According to the CMA, the new measures will strengthen publishers' position when negotiating content agreements with Google. The rules apply to anyone who publishes content online that is accessible to users in Britain.
The regulator had previously proposed the changes after designating Google as a strategic player in online search advertising under new digital competition laws.
The CMA has also found that some news publishers experienced a decline in website traffic following the launch of Google's AI Overviews, as users increasingly obtained information directly from AI-generated summaries rather than clicking through to original articles.
The new requirements will also cover major AI-related search updates unveiled by Google in May.
Google said it is working with regulators, including the CMA, to ensure website owners have the tools they need as search habits continue to evolve. The company said it has begun testing a new feature that allows website owners to control how their content and links appear in AI-powered search results.
CMA Chief Executive Sarah Cardell said the measures would promote fair treatment, greater transparency and more meaningful choices for businesses and consumers, while helping millions of users better understand and trust the information shown in search results.