Google ordered to put clearer links in AI search and let UK publishers opt out

The UK's Competition and Markets Authority (CMA) has ordered Google to implement clearer attribution and linking for publisher content in its AI-generated search features. This ruling aims to enhance transparency and give publishers more control over their intellectual property. Google has nine months to comply with these requirements, though key features are expected to roll out sooner.

Crucially, the CMA has also mandated that Google provide publishers with an effective way to opt out of AI features in search, without any penalization in general search results. This means Google cannot downrank publishers who choose to withhold their content from AI systems, empowering news organizations and other publishers in their negotiations with the tech giant.

Google has announced it will comply with the CMA's decision. In response to the directive, Google is launching new controls in its Search Console, allowing website owners to manage how their links and content appear in generative AI search features. This includes an option for sites to opt out of being used to "ground" AI responses.

While Google had previously expressed concerns that "excessive attribution" might negatively impact user experience, it is now moving to address regulatory demands. The company will also provide website owners with more data through Search Console, including impression metrics for content appearing in AI responses.

The CMA emphasized that these changes are designed to foster trust between publishers and Google, ensuring fair recognition for content and enabling publishers to make informed decisions about their engagement with Google's search services. Clearer attribution will also help users assess the accuracy of AI-generated summaries.

Google has confirmed that its recent announcements regarding additional links in AI search results will apply globally, and it is experimenting with new link designs to improve usefulness. The CMA's decision stems from Google's "strategic market status" in general search services within the UK.