UK regulator imposes new conduct requirements on Google search, including opt-out rights for publishers on AI training

Britain's Competition and Markets Authority (CMA) has imposed conduct requirements on Google's search services under the digital markets competition regime, allowing publishers to opt out of having their content used to train the U.S. tech giant's AI models.

Google must now ensure content from publishers and news organisations is properly attributed in AI-generated search results using clear links, and must give publishers stronger bargaining power over use of their content.

Google accounts for more than 90% of UK queries. The regulator said the requirements are designed to respond to Google's recent search business changes and address competition concerns.