The UK’s Competition and Markets Authority (CMA) has instructed Google to provide tools to publishers to avoid using their content in AI observations and other AI search features.
The CMA described it as a “world first” step and said it would give publishers a stronger position when negotiating content deals with Google. Google has nine months to make these changes, with some controls expected to come sooner.
This requirement follows Google’s recognition as having a strategic market position in general search services, which allows the CMA to impose specific conduct rules.
What the CMA now requires Google to do for publishers
Under the CMA’s order, Google is required to introduce tools that allow publishers to opt out of having their content used in AI features within search, including AI observations. Publishers should also be able to prevent their content from being used to improve AI models.
Additionally, Google needs to ensure that publishers’ content is presented appropriately through clear links. The company will publish compliance reports every six months during the first year.
Importantly, publishers will have the ability to prevent their content from appearing in AI search responses without being removed from Google’s traditional search results.
Previously, the main way to prevent AI overviews was to block Google’s crawlers entirely, which also meant removing the site from regular search.
New AI opt-out tests in Google’s Feedback and Search Console
Google says it’s already testing the new controls with a select group of UK website owners through Search Console. These controls allow sites to decide whether their content appears in AI Overview, AI Mode, and AI Overview in Discover.
Choosing to opt out means that these sites will no longer receive traffic or impressions from Google’s generative AI search features. Google emphasizes that this option will not affect traditional search rankings.
The company is also introducing new Search Console insights that show when and in which countries pages appear in generative AI search features. According to Google, AI Overview has more than 2.5 billion monthly active users, while AI Mode has crossed one billion monthly users.
Why publishers are pushing for AI search opt-outs, and what they should consider
The order comes amid ongoing complaints from publishers that Google’s AI summaries respond directly to user questions, driving down traffic to original sources. A 2025 Pew Research Center report found that users were nearly 50% less likely to click on links when AI overviews appeared, challenging Google’s claim that its summaries do not impact website traffic.
For news organizations and other publishers, losing referral traffic directly impacts ad revenue and subscription conversions, making the option to opt out of AI Overview a significant business concern.
UK publishers are considering an opt-out, which would leave them facing trade-offs. Opting out of AI features means that their content will not be included in AI Overview or AI Mode, but it also means that they lose any traffic and impressions generated on those surfaces.
Since AI exposure reduces click-throughs on the original source link, some publishers may view AI exposure as offering little traffic benefit. Others may prefer to maintain whatever visibility they provide.
The opt-out for AI model fine-tuning is a separate option that allows publishers to prevent their content from helping train Google’s models, regardless of how they choose to display AI observations.
Open questions about timeline, UK-only scope, and search controls
Google has nine months to fully implement these changes, although some controls are expected to be implemented sooner. The CMA will monitor compliance through required six-monthly reports during the first year.
Control under the authority of the CMA is currently limited to the United Kingdom. It is unclear whether similar requirements will be adopted in other regions.
Publishers have also questioned why the default setting uses their content unless they actively opt out, rather than requiring explicit opt-in consent.
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