Publishers will be able to opt out of their content being used to train Google’s AI models and power its search summaries, the UK competition watchdog has announced as it imposes new conduct requirements on search services.

“Publishers will now have effective tools to prevent their content being used to power AI features in search, such as AI Overviews,” the Competition and Markets Authority said.

“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.”

The CMA said the requirement was imposed after its decision to designate Google with strategic market status in general search services. It first proposed the idea of an AI search summary opt-out in January.

“The designation allows the CMA to introduce targeted rules, known as ‘conduct requirements’, for Google’s search activities if proportionate for the purposes of 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’ve introduced today are designed to respond to what Google is doing now and in the future.”

Google’s compliance would be actively monitored and “we will be announcing further action in relation to Google’s search business in the coming weeks”, Cardell added.

With Reuters