The UK’s Competition and Markets Authority (CMA) has ruled that Google must give website owners the ability to opt out of having their content used in AI-powered search features, including AI Overviews and AI Mode. The ruling, announced in June 2026, also requires Google to prevent publisher content from being used in the “fine-tuning” of its AI models.
The CMA described the decision as a “world first,” stating that publishers — including news organizations — will now have “effective tools to prevent their content being used to power AI features in search.” Google is also required to ensure that publisher content is “properly attributed, using clear links” within AI-generated search results.
In response to the ruling, Google has begun rolling out two new features to a subset of UK website owners. The first is a toggle in Google Search Console that lets publishers control how their content appears across AI Search tools. Websites that opt out entirely will no longer receive traffic or impressions from generative AI features, and Google says the opt-out choice will not affect a site’s ranking in standard search results. The second feature provides new Search Console insights showing which webpages are appearing in AI responses and in which countries.
Google plans to make both features available globally after testing in the UK.
News Media Association CEO Theo Bamber welcomed the ruling, calling it “a significant step towards leveling the playing field and building a fair, transparent digital economy where premium content is properly respected and fairly compensated.” He added that success would depend on “efficient implementation, robust enforcement and the ability to adapt and strengthen the rules.”
Google had previously resisted giving publishers greater control over their data in AI Search features, reportedly citing the space’s potential for monetization. The CMA said the new requirements are intended to “secure a fairer deal for publishers and consumers and improve Google’s search services in the UK.”
Source: The Verge