Google must allow publishers to opt out of AI search features, according to UK rules

Online publishers now have more control over whether their websites appear in Google’s AI search features, thanks to a regulatory ruling in the UK. the A new rule of conduct The Competition and Markets Authority (CMA) is mandating that Google allow website owners to keep their content out of features such as AI Overview, and prevent it from being used to “fine-tune” Google’s AI models.

“In a world-first, publishers will now have effective tools to prevent their content from being used to power AI features in search, such as AI Overview,” the CMA announced. “This will put publishers, like news organizations, in a stronger position to negotiate content deals with Google.”

Google will also have to ensure that publisher content is “properly attributed, using clear links” in AI-generated search results. According to the CMA, these requirements will “work to ensure a fairer deal for publishers and consumers and improve Google search services in the UK.” Google already has it I started to roll features to “a subset of UK website owners” in response to the ruling, and plans to make it available globally after testing.

The first feature is a new toggle in Search Console that allows publishers to manage how their content is used in AI search tools, including AI Overview, AI Mode, or AI Overview in Discover. Websites that opt ​​out completely will not receive traffic or impressions from generative AI features, and Google says this control will not be used as a ranking signal for search results outside of AI search features. New Search Console insights are also being rolled out to website owners that contain metrics and information about which web pages appear in AI responses, and which countries they appear in.

“The legally enforceable conduct requirements for Google Search published today are an important step towards leveling the playing field and building a fair and transparent digital economy where premium content is properly respected and fairly compensated,” Theo Bamber, chief executive of the News Media Association, said in a statement in response to the ruling. “Their success now depends on effective implementation, robust execution and the ability to adapt and reinforce rules if they are not working properly, in a fast-moving technological environment.”

I had Google He had previously reportedly rejected the idea To give publishers more control over how website data is used in AI search features, as it “evolves into a monetization space.”