The UK’s Competition and Markets Authority (CMA) has declared that publishers now have the option to prevent their content from being utilized in the training of Google’s artificial intelligence models and in the creation of search summaries. This decision comes as part of newly imposed conduct regulations on search service providers.

The CMA stated, “Publishers will now have effective tools to prevent their content from being harnessed for AI-driven features in search, such as AI Overviews.” This change is expected to empower publishers, particularly news organizations, to negotiate better terms with Google regarding their content.

In an effort to enhance consumer trust, the new regulations also mandate that Google properly attribute publisher content in AI-generated search results, ensuring clear links to the original sources.

This move follows the CMA’s designation of Google as having strategic market status in the realm of general search services, a proposal that was initially put forth in January. The designation grants the CMA the authority to establish specific rules, termed ‘conduct requirements’, aimed at ensuring fair dealings, providing open choices, and enhancing trust and transparency in Google’s search operations.

Additionally, publishers will now have the ability to opt out of their content being employed for the ‘fine-tuning’ of AI models, thereby allowing them greater control over how their material is utilized across various AI applications.

Sarah Cardell, the chief executive of the CMA, remarked, “With Google’s recent adjustments to its search business, the requirements we have implemented today are intended to address the current and future actions of Google.”

The CMA will monitor Google’s adherence to these new rules closely and has indicated that further measures regarding Google’s search operations will be revealed in the near future, as stated by Cardell.