UK regulators today ordered Google to insert clearer attributions and links to publishers’ content in its AI-generated search features. The UK’s Competition and Markets Authority (CMA) also said Google should give publishers a way to opt out of AI features in search.
“In a world first, publishers will now have effective tools to prevent their content from being used to power AI features in search, such as AI overviews,” the CMA said today. “This will also put publishers, like news organizations, in a stronger position to negotiate content deals with Google. To promote consumer trust, Google is now also required to ensure that publisher content is appropriately attributed by using clear links in AI-generated search results.”
The CMA ruled that Google cannot penalize publishers for opting out of AI, meaning Google cannot rank opted-out publishers lower in general search results. The CMA said Google will have nine months to comply with all requirements, but the agency “expects that significant parts of the controls will become available to publishers before that deadline. Google will also be required to submit and publish compliance reports supported by key data and metrics explaining what changes it has made and how it has complied.”
Google’s AI overviews provide confident responses to search queries, but links to sources in AI overviews may or may not support those confident responses. Clear attribution and links can make it easier for searchers to determine the accuracy of AI overview summaries.
The CMA imposed rules on Google after determining that it had a “strategic market position” in general search services and has ongoing investigations into Apple and Microsoft. Google said today that it will comply with the CMA’s decision.
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