The UK Competition and Markets Authority (CMA) announced new conduct requirements on June 3, 2026, compelling Google to allow publishers to opt out of having their content used in AI search features like AI Overviews and AI Mode. Google also must clearly attribute publisher content in AI-generated search results with proper links to the originals [1, 2, 3, 4].
Publishers who choose to opt out will be blocked from AI-generated summaries and the use of their work in AI model training, but their rankings in traditional Google Search won't be affected [2, 5, 4]. The CMA said these measures give publishers stronger bargaining power and control over how their content is used by Google's AI [1, 2, 3].
Google started testing tools on June 3, 2026, that allow a subset of UK publishers to manage how their content and links appear in AI search, ahead of a full compliance deadline in nine months [3, 4, 6]. Google's AI Overviews currently have over 2.5 billion monthly active users, while AI Mode has over 1 billion monthly users, showing the scale of the AI features involved [6, 7].
Publishers have complained AI-generated summaries reduce user clicks on their websites, hurting traffic and revenue [8, 9, 10]. Natually, the new CMA rules respond to such concerns. Sarah Cardell, CMA Chief Executive, said, "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" [1].
Google’s Mrinalini Loew, Search Ecosystem GM, said the company is "actively listening to feedback from publishers and creators" and working with the CMA to provide website owners with the right tools as user preferences evolve [3]. Theo Bamber, CEO of the News Media Association, called the requirements "a significant step towards leveling the playing field and building a fair, transparent digital economy where premium content is properly respected and fairly compensated" [4].
Google, which holds more than 90% of the UK search market, must meet the CMA’s new rules fully within nine months. Meanwhile, the CMA signaled further actions related to Google’s search business may come in the coming weeks [2, 3].
