The United Kingdom’s principal competition regulator has taken a decisive step aimed at rebalancing the relationship between publishers and Google by proposing new rules that would give news organisations and other content creators greater control over how their material is used in AI-generated search features.

The Competition and Markets Authority has launched a consultation on measures that would allow websites to opt out of having their content incorporated into Google’s AI Overviews — concise summaries that appear above traditional search results — while remaining visible in standard search listings.

The CMA’s proposals, the first under the UK’s enhanced digital markets competition regime, are designed to address concerns that Google’s AI summaries can reduce traffic to original publisher sites and divert advertising revenue, as users increasingly read AI-crafted answers without clicking through to source material.

Currently, publishers can only prevent their material from being used in all forms of search data collection by withdrawing entirely from Google Search, a step that would severely damage their online visibility and business models.

Under the consultation, Google would be required to offer publishers a meaningful choice over whether their content is included in AI-generated responses and ensure that where content is used, it is properly attributed.

The CMA also wants the search giant to demonstrate that its ranking systems treat organic results fairly and do not favour sites that have commercial relationships with it.

Other proposed measures include easier options for users to switch default search engines on mobile devices and desktop browsers.

Publishers and industry groups have welcomed the CMA’s move as a “win” for content creators who have long argued that AI features erode their audiences and financial sustainability.

Media organisations have reported significant drops in click-through traffic since the introduction of AI Overviews, underscoring the need for regulatory intervention to protect the diversity and viability of independent journalism.

Google has responded by saying it is exploring tools to give publishers more control over AI features and will engage with the consultation process, while also warning that changes should not fragment the user experience.

The consultation is open until late February, after which the CMA is expected to finalise the conduct requirements that could reshape how AI interacts with traditional web content in the UK.