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On June 3, 2026 Britain’s Competition and Markets Authority (CMA) imposed new conduct requirements on Google Search that force the company to give online publishers effective tools to prevent their content being used in AI-generated features.
The rules require Google to let publishers opt out of inclusion in AI Overviews, AI Mode and other generative search features, and to opt out of having site content used to fine-tune its AI models.
The CMA also ordered clearer attribution with direct links to source material and said opting out must not be used as a ranking signal in traditional search.
Google said it has begun testing a new control in Search Console with a subset of UK publishers and will roll out additional publisher insights and metrics.
The regulator designated Google with “strategic market status” in general search and has given the company nine months to comply while urging key elements be implemented sooner.
The CMA said the changes will strengthen publishers’ bargaining power and improve transparency for UK users.








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