Publishers will gain control over use of their content in Google AI search functions, the UK competition watchdog has announced as it imposes new conduct requirements on search services. The Competition and Markets Authority (CMA) said that publishers will now have effective tools to prevent their content being used to power AI features in search, such as AI Overviews.
New powers for publishers
The CMA stated that this move will put publishers, like news organisations, in a stronger position to negotiate content deals with Google. To boost consumer trust, Google is also now required to ensure that publisher content is properly attributed using clear links in AI-generated search results. The requirement comes after the CMA's decision to designate Google with strategic market status in general search services. The idea of an AI search summary opt-out was first proposed in January.
Details of the conduct requirements
The designation allows the CMA to introduce targeted rules, known as conduct requirements, for Google's search activities if proportionate for ensuring fair dealing, open choices, or trust and transparency. 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, the CMA chief executive, said: Google has recently announced changes to its search business and the requirements we have introduced today are designed to respond to what Google is doing now and in the future. She added that Google's compliance would be actively monitored and further action in relation to Google's search business would be announced in the coming weeks.
With Reuters
