Britain has imposed new conduct requirements on Google’s search services, forcing the company to let publishers stop their content from powering its AI features. The country’s Competition and Markets Authority announced the measures today.
The rules let publishers opt out of AI Overviews and AI Mode, the generative summaries that appear at the top of search results. Crucially, sites that opt out should not see their general search rankings suffer. That condition addresses the core complaint from publishers, who previously faced an impossible choice. Until now, publishers who wanted to exclude their content from Google’s AI features had only one option. They had to leave Google search entirely. Google accounts for more than 90% of UK queries, so that meant vanishing from the web for most users.
News publishers have reported sharp traffic drops since Google rolled out AI Overviews. Once the summary answers a query directly, users have little reason to click through. Less traffic means less ad revenue, which threatens the business model that funds journalism.
The CMA gained this power by designating Google with “strategic market status” in October 2025. That label, granted under the Digital Markets, Competition and Consumers Act 2024, lets the regulator set targeted rules and fine companies up to 10% of global turnover. Will Hayter, the CMA’s executive director for digital markets, said the measures support the long-term sustainability of publishers.
However, Google has pushed back on some demands, arguing they would harm users and its UK business. The company said it was testing a new control to let publishers manage how their content appears in AI features.
