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Publishers will be able to opt out of AI Search, thanks to new regulation

The UK Competition and Markets Authority (CMA) has secured a regulatory framework that allows publishers to opt out of having their content included in Google’s AI search features. Google said it will implement an opt-out toggle in its Search Console and will initially test the feature with a subset of UK publishers before a broader rollout. The CMA describes the move as a world-first and expects publishers, including news organizations, to gain greater leverage in licensing discussions for content used in AI responses. In addition to the opt-out, the requirement for proper attribution is being strengthened, with inline links and published previews in AI results to help users click through to original sources. Importantly, opting out will not influence traditional Google search rankings, assuaging concerns about immediate visibility penalties for publishers that choose to participate. The CMA’s action follows its earlier designation of Google as having strategic market status, setting the stage for further regulatory measures. Google will also provide new metrics in Search Console showing impressions and where content appears in AI responses, helping publishers assess the impact of their opt-out choices. If successful, the regulation could become a reference point for other jurisdictions weighing similar controls over AI-driven content use.