What does the UK watchdog’s new Google AI results rule mean for publishers?

The UK’s Competition and Markets Authority has ordered Google to let publishers block their content from appearing in AI-generated search summaries, a move the regulator says will strengthen publishers’ bargaining power over the tech giant [1]. The CMA imposed the “conduct requirements” under new powers that allow it to set bespoke rules for firms designated with “strategic market status” [1]. Google, which operates the world’s largest search engine, was given that designation in October 2025 [3]. The rules require Google to let publishers opt out of having their material used in AI Overviews and AI Mode, the expanded version of Overviews [2]. Google must also properly flag and attribute publisher content with clear links, and allow publishers to opt out of their content being used to update underlying AI models [1][2]. An AI Overview is an answer generated by Google’s Gemini model that summarizes material from news publishers and other websites [1]. Publishers have argued the feature dissuades users from clicking through to their sites, cutting reader traffic and advertising revenue [1]. Under the previous setup, publishers who allowed their content to appear in standard Google search results were automatically included in AI Overview responses [1][2]. Google announced it is testing a new control in its Search Console that lets website owners manage how their links and content appear in AI features [1][3]. The company said it will initially test the opt-out with a “subset” of UK websites before rolling it out globally [1][3]. Google also noted that a site’s decision to opt out of generative AI search features will not be used as a ranking signal for traditional search results [3]. The company plans to present new metrics in Search Console, including impression data and information about which pages appear in AI responses and in which countries [3]. CMA Chief Executive Sarah Cardell called the requirement a “world-first” and said it would result in “fair treatment, greater transparency and meaningful choice for businesses and consumers” [4]. The regulator hopes the changes will give publishers greater leverage in content licensing negotiations by forcing Google to seek permission to use their intellectual property [1][2]. Tim Cowen, co-founder of the Movement for an Open Web and competition lawyer at Preiskel, said the move “provides a baseline that Google can’t just take content” [1][2]. He added: “This provides a framework to monetisation, which is welcome, but there is a long way to go” [1][2]. Cowen also cautioned that “it is not all good news,” warning that Google could exploit vagueness in reporting requirements [1]. Publishers have seen steep declines in Google referral traffic since their content was pulled into AI summaries [1]. Earlier this week, New York Times chairperson AG Sulzberger disclosed the publisher has spent $20m on lawsuits against OpenAI and Perplexity over use of its copyrighted content [1]. Google has nine months to implement the CMA’s changes, though the regulator wants swift action on the most important elements [1][2].