U.K. imposes new conduct requirements on Google allowing publishers to opt out of AI features

The U.K.'s Competition and Markets Authority has imposed conduct requirements on Alphabet Inc.'s Google that will allow publishers to prevent their content from being used in Google's AI features in search, such as AI Overviews, and from being used for fine-tuning of Google's AI models.

Google will be required to ensure that content used in AI-generated search results is properly attributed to publishers using clear links, and the company is beginning to test controls that let website owners manage how their links and content appear in generative AI Search features, with plans to roll out new control features globally after testing with a subset of website owners in the U.K.

Paul Deegan, chief executive of News Media Canada, called the U.K. measures 'a globally significant announcement' and 'a blueprint for other jurisdictions including Canada,' stating that the U.K. 'has shown the world the way,' while the Canadian Competition Bureau said it is aware of the U.K.'s new conduct requirements and follows the work of international counterparts closely.