Google must allow publishers to opt out of AI search, UK rules

Online publishers will begin to control whether their sites appear in Google’s AI search results, thanks to a UK ruling. The a new law of conduct regulations set by the Competition and Markets Authority (CMA) require Google to allow website owners to store their content as AI models, and prevent it from being used to “improve” Google’s AI models.

“In a world first, publishers will now have effective tools to block AI-related content in research, such as AI Overviews,” the CMA announced. “This will enable publishers, such as media organizations, to negotiate with Google.”

Google must also ensure that publishers’ content is “clearly identified, using clear links,” in AI-generated search results. According to the CMA, this will “protect publishers and consumers fair trade and improve Google’s search performance in the UK.” Google already has it things began to change to a “small group of UK website owners” in response to the decision, and plans to make it available globally after testing.

The first is a new update in Search Console that allows publishers to monitor how their content is used in AI Search tools, including AI Overviews, AI Mode, or AI Overviews in Discover. Outbound websites may not receive traffic or impressions from AI-based content, and Google says that this optimization is not used as a benchmark for search results outside of the AI ​​Search feature. New Search Console notifications are also being rolled out to website owners with metrics and information about the pages that appear in AI results, as well as the countries in which they appear.

“The legal requirements for Google search published today are an important step in leveling the game and building a transparent digital economy where valuable assets are respected and compensated fairly,” said News Media Association CEO Theo Bamber in response to the decision. “Their success now depends on effective implementation, strong enforcement and the ability to change and enforce laws if they are not working properly, in a rapidly changing technological environment.”

Google had it he says he rejected the idea at first giving publishers control over how website data can be used for AI searches, as it is “turning into a monetization center.”