The UK’s Competition and Markets Authority (CMA) has officially introduced a groundbreaking conduct requirement for Google search, establishing a world-first framework that grants publishers greater control and enhanced bargaining power over their content. Published on June 3, 2026, this targeted regulation follows the CMA’s decision to designate Google with strategic market status (SMS) in general search services under the UK’s digital markets competition regime.
The fundamental objective of this newly imposed conduct requirement is to foster fair dealing, open choices, and robust trust and transparency in digital spaces. In an unprecedented move for regulatory policy, web publishers will now possess effective tools to entirely opt out of having their content used to power generative AI features within Google search, such as AI Overviews and AI Mode. Furthermore, following feedback from industry consultations, the scope of these controls has been expanded to cover training—specifically including the “fine-tuning” of AI models. These controls will be manageable and efficient, operating at both directory and page levels to allow news organizations and content creators to selectively protect their intellectual property.
To combat issues regarding traffic substitution and to preserve the brand value of publishers, the CMA is enforcing strict transparency and attribution guidelines. Google must now ensure that publisher content used in generative AI responses is clearly, accurately, and visibly attributed, offering search users an accessible path to click through to the original source. Additionally, Google is required to provide publishers with disaggregated referral metrics, enabling them to evaluate the exact volume and quality of traffic coming from search generative AI features compared to traditional queries.
While Google intends to debut aspects of these features swiftly, the tech giant has been granted a maximum of nine months to fully build out and implement the page-level controls. The CMA will rigorously oversee this transition, demanding compliance reports from Google every six months for the first year, alongside an upfront technical implementation plan. Chief Executive Sarah Cardell emphasized that the CMA is actively monitoring rapid advancements in search technologies. If Google’s upcoming changes alter digital market balances or harm the viability of web publishing business models, the regulatory body remains prepared to enforce further legal interventions to safeguard a fair exchange of value.
