UK CMA wants Google to allow sites to opt out of AI Overviews

Google Faces UK Pressure to Let Publishers Opt Out of AI Overviews as Traffic and Revenue Concerns Mount

In a move that could reshape the digital media landscape, the UK’s Competition and Markets Authority (CMA) has proposed new rules that would allow publishers to opt out of Google’s AI-generated search summaries—known as AI Overviews—without sacrificing their presence in traditional search results. The proposal also mandates that Google ensure proper attribution of publisher content in its AI-powered search features.

The controversy surrounding AI Overviews erupted shortly after Google rolled out the feature in 2024, expanding it to the UK in August of that year. While Google touted the summaries as a way to deliver faster, more comprehensive answers, publishers quickly raised alarms. Major media groups reported sharp drops in click-through traffic, as users increasingly found the information they needed directly within Google’s search results—without ever visiting the original source.

The stakes are enormous. Google Search dominates the UK market, handling over 90% of all general search queries. Last year alone, more than 200,000 UK businesses spent over £10 billion on Google’s search advertising. For news organizations and content creators, the rise of AI Overviews threatens not only their visibility but also their revenue streams, as fewer clicks mean less ad income and subscription potential.

Legal battles have already begun. In the US, Penske Media Corporation—parent company of Rolling Stone, Variety, and Billboard—sued Google, alleging that AI Overviews unlawfully divert traffic and harm their business. Edtech company Chegg filed a similar lawsuit, claiming Google’s AI summaries have materially impacted its revenue. Google has denied these allegations, insisting that its AI features actually drive more diverse traffic to websites.

The CMA’s intervention follows Google’s designation as a “strategic market status” firm in the UK, granting the regulator powers to impose targeted rules to ensure fair competition and transparency. The new proposals aim to give publishers a “fairer deal” by allowing them to opt out of having their content used in AI Overviews or to train AI models outside of Google Search. Additionally, the CMA wants to make it easier for users to switch default search engines on Android devices and Chrome browsers, and to give businesses better access to their search data.

Google has responded by saying it is exploring updates to allow sites to specifically opt out of search generative AI features. “Our goal is to protect the helpfulness of Search for people who want information quickly, while also giving websites the right tools to manage their content,” the company said in a recent blog post.

CMA chief executive Sarah Cardell called the consultation “an important milestone” in the UK’s digital markets competition regime. “These targeted and proportionate actions would give UK businesses and consumers more choice and control over how they interact with Google’s search services—as well as unlocking greater opportunities for innovation across the UK tech sector and broader economy,” she said.

The CMA is now seeking feedback on its proposals, with a final decision expected after the consultation closes on February 25. If adopted, the rules could set a global precedent for how tech giants balance innovation with the rights and interests of content creators.

Tags: Google, AI Overviews, UK CMA, digital competition, search generative AI, publisher rights, opt-out, traffic decline, media revenue, Silicon Republic

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