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CMA secures fairer deal for publishers and improves Google search services in UK

ended 03. June 2026

The Competition and Markets Authority (CMA) has today imposed a new conduct requirement for Google search, meaning publishers will now have effective tools to prevent their content being used to power AI features in search, such as AI Overviews. This will put publishers in a stronger position to negotiate content deals with Google. 

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.

Following consultation feedback, Google will now also have to allow publishers to opt-out of allowing their content to be used for the ‘fine-tuning’ of AI models. This provides publishers with confidence that they will have control over the full range of AI use-cases of their content.

Sarah Cardell, Chief Executive of the CMA, said: "Today, we have introduced a world‑first requirement on Google’s search services in the UK, enabling fair treatment, greater transparency and meaningful choice for businesses and consumers.

“With features like AI Overviews rapidly reshaping online search, it is crucial that content publishers, including news organisations, have appropriate bargaining power over how their content is used. At the same time, these measures will help tens of millions of UK search users better understand and trust the information presented to them.”

  • What is your reaction to the changes? Is it positive?
  • How important is it that Google's AI will not just take data from publishers?
  • What other thoughts do you have?

Responses this morning.

1 responses from the Newspage community

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Richard Michie
CEO and Founder at The Marketing Optimist
The decision by the CMA is sense at last. In no other sphere of industry would it be ok to infringe the copywrite of any person or business. So this is long overdue.

I think AI is a reality now that we can't roll back on, but the least AI businesses can do is acknowledge where they content they are showing is coming from and give organisations the option to opt out.

But that in itself is backwards, companies and individuals should have to opt in to have their creativity sucked in by the machine and spat out as if AI came up with it all on it's own. With opt in creators will have the opportunity to make deals with AI's and ensure they are properly compensated for their efforts.