UK Presses Google on AI Search Control for Publishers

UK regulators have moved to tighten oversight of how online search operates after setting out proposals that would require Google to give publishers greater control over how their content is used in artificial intelligence driven search features. The plans would allow websites to opt out of having their material used in AI generated summaries without suffering penalties in standard search rankings. The move follows concerns that recent changes to search technology have reduced traffic to news sites and other content providers. The proposals were outlined after the UK competition watchdog granted Google special regulatory status, reflecting its dominant position in the search market. Officials say the changes are designed to rebalance choice for businesses and consumers while ensuring competition remains fair in a rapidly evolving digital landscape.

The measures have been put forward by the Competition and Markets Authority, which has been given expanded powers to intervene in markets dominated by large technology firms. Google currently accounts for more than ninety percent of search activity in Britain, a position regulators say gives it significant influence over how information is accessed and monetised. Publishers have complained that AI generated overviews displayed at the top of search results reduce the need for users to click through to original articles. Under the proposals, websites would be able to prevent their content from being used in these AI features or for training standalone models while remaining visible in traditional search listings.

Regulators argue the proposals would deliver a fairer deal for publishers, particularly news organisations that rely on search traffic to sustain their operations. They also include measures aimed at improving transparency around how search rankings are determined and making it easier for users to choose alternative search engines. The CMA has said the goal is not to undermine innovation but to ensure that the benefits of new technology are shared more evenly. A public consultation has been launched, with responses invited from publishers, technology firms, and consumers. Officials say feedback will help shape final rules that strike a balance between innovation, competition, and sustainability in the online information ecosystem.

Google has responded by saying search behaviour is changing and that AI powered features help users discover content more efficiently. The company said it already provides publishers with tools to manage how their content appears and is exploring additional options that would allow sites to opt out of certain AI features. However, it cautioned that new controls must avoid fragmenting the search experience or making it confusing for users. The proposals mark one of the most significant regulatory interventions into search technology in the UK to date and are being closely watched by media groups and technology companies alike as a potential model for future regulation of AI driven services.