Google search given nine months to implement UK 'conduct requirement'

Google search is facing a series of targeted rules that a UK regulator says will secure a fairer deal for publishers and consumers, and improve its services at the same time.

The Competition and Markets Authority (CMA) said it was giving Google nine months to implement the so-called "conduct requirements" it was imposing.

The headline measure will give news organisations and other online publishers the option of not appearing in the AI overviews of Google search results, which appear at the top of a search, following complaints over a sharp decline in website traffic.

The competition watchdog announced its rules after handing Google "strategic market status" for its search services last year due to its "substantial and entrenched market power", as more than 90% of searches in the UK were taking place on its platform.

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The CMA said on Wednesday: "In a world first, 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, like news organisations, 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."

The CMA said its rules would ensure fair dealing and transparency and cover significant changes to Google's search platform to further embed AI technologies in its search functionality.

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It also threatened further measures, if needed, to ensure a fair exchange of value between Google and publishers.

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.

"It's also important that any action we take in this space can move with the times. Google has recently announced changes to its search business and the requirements we've introduced today are designed to respond to what Google is doing now and in the future.

"We'll also continue to use the unique flexibility of the UK regime to monitor and address future concerns as they arise and we will be announcing further action in relation to Google's search business in the coming weeks."

Google said it was engaging with regulators widely to ensure website owners "have the right tools as user preferences evolve".

Mrinalini Loew, general manager of Google's Search Ecosystem, said: "Today, we're beginning to test a new control that lets website owners manage how their links and content appear in generative AI Search features."

She said website owners "can decide if they want their site to appear in and help ground responses in our generative AI Search features", while the group is also rolling out new insights for website owners about how their pages appear in AI search features, with details on page impressions and which pages appear in AI responses and where globally.

(c) Sky News 2026: Google search given nine months to implement UK 'conduct requirement'