The UK’s competition watchdog has imposed new requirements on Google’s search service to improve transparency and fairer deals for publishers.
Publishers, such as news organisations, will now have tools to prevent their content being used to power AI features in search, such as Google’s AI Overviews.
The tools come as part of a new conduct requirement for Google search, introduced by the UK’s competition watchdog.
The Competition and Markets Authority (CMA) designated Google with strategic market status in general search services last year, confirming it held a monopoly.
This enables the regulator to introduce target rules, known as ‘conduct requirements’ for Google search activities to ensure fair dealing, open choices or trust and transparency.
Under these rules, publishers will be able to opt out of their content being used to power AI features in Google search.
The tech giant must also now ensure publisher content is properly attributed with clear links in AI-generated search results.
The CMA said this requirement will secure a fairer deal for publishers and consumers, while also improving Google’s search services.
It hopes this will put news organisations in a stronger position to negotiate content deals with the tech giant.
Sarah Cardell, chief executive of the CMA, said: “Today, we have introduced a world‑first requirement on Google’s search services in the UK, enabling fair treatment, greater transparency and meaningful choice for businesses and consumers.
“With features like AI Overviews rapidly reshaping online search, it is crucial that content publishers, including news organisations, have appropriate bargaining power over how their content is used. At the same time, these measures will help tens of millions of UK search users better understand and trust the information presented to them.”
Google recently announced a slew of changes to search at its I/O conference in favour of AI-powered information agents – marking the biggest upgrade in 25 years.
The CMA pointed out that as these changes further embed AI tech into search platforms, fundamentally changing how users are presented results, the conduct requirements will also apply.
Cardell added: “It’s also important that any action we take in this space can move with the times. Google has recently announced changes to its search business and the requirements we’ve introduced today are designed to respond to what Google is doing now and in the future.
“We’ll also continue to use the unique flexibility of the UK regime to monitor and address future concerns as they arise and we will be announcing further action in relation to Google’s search business in the coming weeks.”
The CMA has given Google nine months to implement all changes, but made clear it expects important parts of the controls to become available to the publishers before the deadline.
Google will also be required to submit and publish compliance reports, supported by key data, explaining the changes it has made and how it has complied with the requirements. The reports will be due every six months for the first year, after which the CMA will review the frequency of the reports.
