AI-generated summaries in Google search results take content from online publishers while reducing traffic to their websites—a tricky relationship that has been seemingly inevitable until now.
Today, the U.K. Competition and Markets Authority (CMA) announced that publishers will no longer have to allow Google’s AI-generated tools to use their content in exchange for appearing in the search engine’s traditional links.
“In 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,” the CMA stated in its announcement. “This will put publishers, like news organisations, in a stronger position to negotiate content deals with Google.”
Publishers will also be able to stop Google from using their content for “fine-tuning” its AI models.
Plus, the search engine will have to use clear attribution and links in its AI-generated results.
The decision comes only a few weeks after Google announced sweeping changes, including an “intelligent AI-powered Search box” and Gemini 3.5 Flash-powered AI Mode.
“Google has recently announced changes to its search business and the requirements we’ve introduced today are designed to respond to what Google is doing now and in the future,” Sarah Cardell, chief executive of the CMA, said in a statement.
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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.
For now, Google appears to be on board.
Today, it announced “new controls and insights” following feedback from creators and publishers, alongside discussions with the CMA.
These changes include testing a new toggle that permits publishers to remove their website from the company’s AI search tools—whether it be AI Overviews, AI Mode, or other features.
“Sites that opt out will not receive traffic or impressions from our generative AI features,” Google stated in its announcement. “This control will not be used as a ranking signal for search results outside of these generative AI Search features.”
Google will also be rolling out impression metrics and data about which website pages are in AI responses and where in the world they’re being seen.
Unsurprisingly, given the CMA’s mandate, Google will first test these features with a small number of U.K.-based website owners.
How can the CMA force Google to make these changes?
Tech companies aren’t exactly known for taking suggestions without a fight. But, in this case, the CMA has real regulatory power over Google.
In October 2025, the CMA designated Google’s general search engine and search advertising services with “strategic market status” (SMS).
The CMA gives this status if it determines a company “has substantial and entrenched market power and a position of strategic significance in a digital activity.”
The U.K. business regulator then has the power to take steps such as introducing interventions, protecting customers, and unlocking competition.
This designation comes from the U.K. Digital Markets, Competition and Consumers (DMCC) Act, which went into effect on January 1, 2025. Shortly after, the CMA launched its investigation into Google Search.