\n
<\/p>\n
AI-generated summaries in Google search results take content from online publishers while reducing traffic to their websites\u2014a tricky relationship that has been seemingly inevitable until now.\u00a0<\/p>\n
Today, the UK Competition and Markets Authority (CMA) announced that publishers will no longer have<\/a> to allow Google\u2019s AI-generated tools to use their content in exchange for appearing in the search engine\u2019s traditional links.\u00a0<\/p>\n \u201cIn a world first, publishers will now have effective tools to prevent their content being used to power AI features in search, such as AI Overviews,\u201d the CMA stated in its announcement. \u201cThis will put publishers, like news organisations, in a stronger position to negotiate content deals with Google.\u201d <\/p>\n Publishers will also be able to stop Google from using their content for \u201cfine-tuning\u201d its AI models.<\/p>\n Plus, the search engine will have to use clear attribution and links in its AI-generated results.<\/p>\n The decision comes only a few weeks after Google announced sweeping changes, including an \u201cintelligent AI-powered Search box\u201d and Gemini 3.5 Flash-powered AI Mode. <\/p>\n \u201cGoogle has recently announced changes to its search business and the requirements we\u2019ve introduced today are designed to respond to what Google is doing now and in the future,\u201d Sarah Cardell, chief executive of the CMA, said in a statement.\u00a0<\/p>\n Google will have nine months to implement the required adjustments, which the CMA will oversee. The company must also submit compliance reports to the CMA every six months for at least the first year. <\/p>\n For now, Google appears to be on board. <\/p>\n Today, it announced \u201cnew controls and insights\u201d<\/a> following feedback from creators and publishers, alongside discussions with the CMA. <\/p>\n These changes include testing a new toggle that permits publishers to remove their website from the company\u2019s AI search tools\u2014whether it be AI Overviews, AI Mode, or other features.\u00a0<\/p>\n \u201cSites that opt out will not receive traffic or impressions from our generative AI features,\u201d Google stated in its announcement. \u201cThis control will not be used as a ranking signal for search results outside of these generative AI Search features.\u201d<\/p>\n Google will also be rolling out impression metrics and data about which website pages are in AI responses and where in the world they\u2019re being seen. <\/p>\n Unsurprisingly, given the CMA\u2019s mandate, Google will first test these features with a small number of U.K.-based website owners. <\/p>\n Tech companies aren\u2019t exactly known for taking suggestions without a fight. But, in this case, the CMA has real regulatory power over Google. <\/p>\nHow can the CMA force Google to make these changes?<\/h2>\n