Britain’s Competition and Markets Authority (CMA) unveiled proposals on January 28, 2026, to grant web publishers unprecedented control over Google’s AI Overviews, allowing them to block content scraping for AI summaries and model training without sacrificing search visibility. Google, commanding over 90% of UK general search queries, faces mandates under the nation’s new digital markets regime to offer opt-outs, ensure fair ranking, and introduce choice screens on Android and Chrome. The move addresses mounting publisher complaints of traffic drops since AI Overviews launched, with global search referrals to news sites down 33% per Chartbeat data covering over 2,500 outlets.

The CMA’s consultation, open until February 25, stems from Google’s October 2025 designation with strategic market status in search services. Publishers currently lack transparency on how their content fuels AI-generated responses, complicating decisions on usage permissions. CMA Chief Executive Sarah Cardell emphasized that the measures would “give UK businesses and consumers more choice and control over how they interact with Google’s search services – as well as unlocking greater opportunities for innovation across the UK tech sector and broader economy. They would also provide a fairer deal for content publishers, particularly news organisations, over how their content is used in Google’s AI Overviews.” CMA official announcement.

News organizations view the opt-out as leverage for payments, amid fears of 43% referral declines over three years from AI summaries, according to a Reuters Institute report. Lifestyle, celebrity, and travel sites suffer most, while current affairs fare better.

Publisher Controls Take Center Stage

Core to the proposals: Publishers could opt out of content powering AI Overviews or training non-search AI models, with Google required to attribute sources properly and publish details on usage. Existing tools like robots.txt and nosnippets block snippets but risk broader search exclusion; new controls target generative AI specifically. Google stated it is “working on ways to let news sites opt out of AI Overviews” and exploring updates to avoid fragmented experiences. Ron Eden, Google’s principal for product management, noted: “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 Guardian.

Owen Meredith, chief executive of the News Media Association, praised the recognition that Google extracts data “without reward, harming publishers and giving the company an unfair advantage over competitors in the AI model market, including British startups.” The CMA also demands Google demonstrate fair ranking, barring favoritism toward commercial partners or penalties for critics, with processes for complaints.

Additional remedies include legally mandated choice screens on Android mobiles—currently voluntary—and new ones for Chrome, plus data portability for users and businesses. Over 200,000 UK firms spent £10 billion on Google search ads last year, underscoring the stakes.

Fair Ranking and Attribution Demands

Transparency gaps hinder publishers, per the CMA: They can’t easily assess AI usage or engagement. Google must detail training and grounding processes on its Search Central site, outline factuality improvements, and metrics for consent decisions. While acknowledging AI inaccuracies, the regulator expects steps to enhance reliability. Will Hayter, CMA executive director for digital markets, wrote that measures support publisher sustainability and help users verify AI sources, building trust. Engadget.

Google counters that AI Overviews aid discovery amid evolving behaviors, building on controls like Google-Extended for Gemini training. Yet publishers, including the UK’s Independent Publishers Alliance, Foxglove, and Movement for an Open Web, complained to the CMA last July for clean opt-outs. Similar pushes come from the US DOJ and South Africa. Search Engine Land.

The CMA will monitor for a year before tackling payment terms, disappointing some. Press Gazette reported Google taking “concrete steps” on attribution but lacking incentives without opt-outs. Press Gazette, cited in search snippets.

Google’s Cautious Response Emerges

Alphabet’s unit expressed optimism: “We’re optimistic we can find a path forward that provides even more choice to website owners and publishers, while ensuring people continue to get the most helpful and innovative search experience possible.” It warned against EU-style rules costing businesses $114 billion. The Wall Street Journal noted the CMA seeking feedback under digital-competition laws. Wall Street Journal.

Reuters highlighted opt-outs for standalone AI training too. Reuters. On X, Press Gazette posted: “CMA says UK publishers should be allowed to opt out of Google AI Overviews and sets out how the tech giant should give more control, transparency and attribution.” Industry voices like Jeff Jarvis critiqued media reliance on search.

Final decisions follow consultation; non-compliance risks fines up to 10% of global revenue. This tests the UK’s regime, first targeting Google search.

Global Ripples and Publisher Hopes

Traffic plunges—Chartbeat’s 33% global drop—hit non-news harder. CMA proposals precondition negotiations for fair terms. AP and others echoed: CMA wants opt-outs to loosen Google’s hold. Publishers using robots.txt signal pushback; Google eyes ecosystem input.

Success could inspire Europe, turning AI summaries into revenue via bargaining power. CMA’s roadmap from June 2025 culminates here, prioritizing publisher choice amid AI disruption.