Google Ordered to Enhance AI Search Transparency and Give UK Publishers More Control

UK regulators have taken a significant step in ensuring transparency and fairness in the use of artificial intelligence in search results. The UK's Competition and Markets Authority (CMA) has ordered Google to make substantial changes to its AI-generated search features. Specifically, Google must provide clearer attributions and links to publishers' content within these features.

The CMA's ruling also marks a significant win for publishers, as it grants them the ability to opt out of AI features in search. This means that publishers will have effective tools to prevent their content from being used to power AI features, such as AI Overviews. According to the CMA, "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." This development is expected to put publishers, including news organizations, in a stronger position to negotiate content deals with Google.

To ensure that publishers are not disadvantaged for opting out, the CMA has ruled that Google may not penalize them by downranking their content in general search results. Google has been given nine months to comply with these requirements. However, the CMA expects "important parts of the controls to become available to publishers well before that deadline." Additionally, Google will be required to submit and publish compliance reports, supported by key data and metrics, explaining the changes it has made and how it has complied.

The CMA's decision is aimed at boosting consumer trust in AI-generated search results. By requiring Google to use clear links and proper attribution, the agency hopes to increase transparency and accountability. As the CMA noted, "To boost consumer trust, Google is also now required to make sure that publisher content is properly attributed, using clear links, in AI‑generated search results." This move is seen as a crucial step in ensuring that the benefits of AI in search are balanced with the needs and rights of publishers and consumers alike.