Overview
- The Competition and Markets Authority published legally enforceable conduct requirements on Wednesday, June 3, 2026, telling Google to give publishers tools to stop their content being used in AI Overviews and other generative search features.
- The rules require Google to let publishers opt out of having their pages used to fine‑tune its AI models and to prevent their content from powering generative search responses.
- The CMA ordered clearer attribution in AI responses and mandated that Google provide publishers with detailed metrics showing how AI features affect impressions and click‑throughs.
- Google said it will begin piloting a Search Console toggle and new publisher insights in the UK while the CMA gave the company nine months to implement the changes and must file compliance reports every six months.
- The measures carry enforcement teeth under the UK's digital markets regime, including fines for breaches and potential further action by the CMA, and they could strengthen publishers' leverage in global talks over AI and content use.