Google’s AI Overviews search feature will be impacted by a ‘world first’ rule in the UK. Here’s what will change

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 UK 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. 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 a