Google AI Regulation
CMA Introduces New Rules for Google Search AI to Boost Competition and Publisher Control
Anonymous
Britain’s Competition and Markets Authority has introduced new conduct requirements for Google’s search business to address persistent concerns about the company’s dominance and its impact on competition in the UK’s digital markets. The rules require Google to let publishers opt out of having their content used to train its AI models, giving media organizations greater control over how their work is used. The CMA also requires Google to provide clear attribution—through links—for publisher content that appears in AI-generated search results. Regulators say Google’s large share of UK search queries has raised barriers for competitors and limited consumer choice, prompting the added safeguards. The CMA’s action is part of wider scrutiny of Google’s search and AI practices across major jurisdictions, as governments seek more transparency around how online content feeds AI systems.
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The CMA said the new conduct requirements were imposed under the UK’s “digital markets competition regime,” framing the rules as part of a specific statutory approach to digital gatekeepers rather than general competition enforcement.
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CMA highlighted the scale of Google’s dominance by noting it accounts for “more than 90% of queries in the UK,” and said it had been consulting on the issue as part of efforts to ensure effective competition.
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CMA Chief Executive Sarah Cardell said the watchdog’s response was shaped by Google’s recent changes to its search business, stating the new requirements are “designed to respond to what Google is doing now and in the future.”
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The CMA-linked reporting also noted that Google previously said in March it was “developing new search controls” to address British competition concerns, and that Google “did not immediately respond to a request for comment.”
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