Getty ImagesOnline publishers can choose not to appear in the AI Overviews of Google search results in the UK, the Competition and Markets Authority (CMA) has announced.
The competition regulator said this would “put publishers, like news organisations, in a stronger position to negotiate content deals with Google”.
The CMA also said Google must properly attribute publishers’ content which appears in its AI search results, with clear links to their sites. Google has been approached for comment.
“It is crucial that content publishers, including news organisations, have appropriate bargaining power over how their content is used,” said CMA Chief Executive Sarah Cardell.
She said this was a “world-first requirement,” adding it would result in “fair treatment, greater transparency and meaningful choice for businesses and consumers”.
Google controls more than 90% of the online search market in the UK according to the CMA, and for almost 30 years websites and publishers have relied heavily on its search results to drive users to their businesses.
However, many have said they’ve seen a drop in traffic since Google moved links to other sites down the search results page, with AI overviews displayed at the top instead.
Some people have also switched from using traditional search engines to other AI chatbots, which produce answers to questions based on information they have scraped from existing websites.
If a publisher opts out of appearing in Google’s AI search results, the CMA says this gives them leverage to negotiate their own deals to be paid for the content the AI uses in its results.
Google has nine months to bring all the changes in, but the CMA says it wants to see “important parts” of the requirements implemented earlier.
It has extra powers over Google and other large tech companies, as they are designated as having an influential position in the digital market.
The CMA says it will be monitoring developments in Google search and has to power to act further if need be.
In May, Google announced more AI integration into its search box, which the CMA says it is monitoring – “including assessing the implications for businesses”.
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