UK publishers gain ability to block Google AI search summaries
16 reported
Online publishers and news organisations in the UK can now block their content from appearing in Google’s AI summaries in search results, the Competition and Markets Authority announced. The CMA said the new requirement would put publishers in a stronger position to negotiate content deals with Google. Many media organisations have reported a drop in click-through traffic and revenue since Google introduced AI summaries at the top of search pages. Previously, websites could not opt out of AI scraping without also withdrawing from traditional Google search. The News Media Association, representing UK news publishers including the Guardian, called the decision a significant step toward a fairer digital economy. Google said it would begin testing a new control on a subset of UK-based media sites from Wednesday, with plans to roll it out globally. The CMA said Google must now ensure publisher content is properly attributed with clear links in AI-generated results. The measures fall under the UK’s digital markets competition regime, following Google’s designation as having strategic market status in general search services.
What’s reported
The CMA announced that UK online publishers can now block their content from Google’s AI search summaries.
The CMA said the requirement would strengthen publishers’ negotiating position with Google.
Many media organisations reported a drop in click-through traffic and revenue since Google introduced AI summaries.
Previously, websites could not opt out of AI scraping without also leaving traditional Google search.
The News Media Association called the decision a “significant step towards levelling the playing field.”
Google said it would start testing a new control from Wednesday on a subset of UK-based media sites, with global rollout planned.
The CMA said Google must now properly attribute publisher content with clear links in AI-generated results.
The measures follow Google’s designation as having strategic market status in general search services under the UK’s digital markets competition regime.
The CMA first proposed the AI search summary opt-out in January.
Sarah Cardell, CMA chief executive, called it a “world‑first requirement on Google’s search services in the UK.”
Google accounts for more than 90% of general searches in the UK, according to the CMA.
The CMA previously estimated search advertising costs nearly £500 per UK household per year.
Google announced significant changes to its search platform in May, which the new conduct requirement will also apply to.
Tom Smith, a competition lawyer at Geradin Partners and former CMA director, said the changes would help news publishers keep control over how Google uses their work.
Mrinalini Loew, general manager at Google Search Ecosystem, said the tool is being tested with a subset of UK website owners before global rollout.
The control will not be used as a ranking signal for search results outside generative AI search features.
Key figures
Competition and Markets Authority (CMA)
Sarah Cardell, CMA chief executive
News Media Association
Tom Smith, competition lawyer at Geradin Partners and former CMA director
Mrinalini Loew, general manager at Google Search Ecosystem
Sources: The Guardian
