UK Publishers Could Gain Power to Block Google's AI Overviews
The UK's competition watchdog has proposed measures that could fundamentally shift the balance of power between Google and news publishers. The Competition and Markets Authority has launched a month-long consultation that could allow web publishers and media organisations to prevent Google from scraping their content for its controversial AI overviews feature.
The Impact on News Organisations
Media groups across the UK have experienced significant declines in website traffic and revenue since Google began displaying AI-generated summaries at the top of search results. These automated overviews often provide sufficient information that users no longer need to click through to the original source, directly impacting publisher revenues. The situation has created a particular challenge for news organisations that rely on search engine traffic to sustain their journalism.
Currently, publishers face an impossible choice: they cannot opt out of having their content used for AI overviews without also withdrawing from traditional Google search entirely. Given Google's overwhelming market dominance in search, such a move would dramatically reduce the visibility of their journalism and potentially devastate their online presence.
The CMA's Proposed Solution
The CMA's proposals represent the first concrete measures under the UK's new digital markets competition regime. The watchdog has suggested creating a system where publishers would "be able to opt out of their content being used to power AI features such as AI Overviews or to train AI models outside of Google search." This would give media organisations greater control over how their valuable content is utilised by the tech giant.
Sarah Cardell, the CMA's chief executive, stated that these measures would "provide a fairer deal for content publishers, particularly news organisations, over how their content is used in Google's AI overviews." She emphasised that the proposals aim to give UK businesses and consumers more control over their interactions with Google search while unlocking innovation opportunities across the UK tech sector.
Additional Regulatory Measures
Beyond the AI overviews issue, the CMA has proposed several other significant requirements for Google:
- Google would be legally required to rank search results fairly, avoiding preferential treatment for organisations with commercial relationships
- The company would need to install "choice screens" on Android devices to make switching to alternative search services easier
- Similar choice mechanisms would be introduced on the Google Chrome browser
- Google would be prohibited from punishing websites that speak out against its practices
Industry Reaction and Concerns
Owen Meredith, chief executive of the News Media Association, welcomed the CMA's recognition that Google has been "able to extract valuable data without reward, harming publishers and giving the company an unfair advantage over competitors in the AI model market, including British startups." News organisations hope these changes will increase their leverage to negotiate fair compensation when their content is used in Google's AI features.
However, there has been some disappointment that the CMA plans to wait a year before deciding whether to take further action to ensure publishers receive fair and reasonable terms for their content. This delay comes amid growing concerns about the impact of AI on media sustainability.
Google's Response and the Broader Context
Google has acknowledged the need for change while expressing concerns about implementation. Ron Eden, Google's principal for product management, stated: "Our goal is to protect the helpfulness of search for people who want information quickly, while also giving websites the right tools to manage their content." The company added that it was "working on ways to let news sites opt out of AI overviews" but cautioned that any new controls must avoid creating a fragmented or confusing search experience.
The proposals come against a backdrop of significant challenges for digital publishers. Recent data from Chartbeat shows Google search traffic to news sites has fallen by 33% globally, with lifestyle, celebrity and travel content particularly affected. A Reuters Institute report further predicts that search engine referrals could decline by 43% over the next three years as AI summaries and chatbots become more prevalent.
The consultation period represents a critical opportunity for publishers, tech companies and other stakeholders to shape how AI and search technologies evolve in the UK market. The outcome could set important precedents for how digital platforms interact with content creators in the age of artificial intelligence.
