CMA Google Rules Target Publisher Opt-Outs

CMA Google Rules proposed on Jan. 28, 2026 would give publishers the right to opt out of Google’s AI Overviews, require attribution, and mandate choice screens on Android and Chrome—a package the Competition and Markets Authority says aims to rebalance search outcomes and support UK innovation.

Publisher Opt-Outs and Attribution

The CMA’s consultation document proposes conduct requirements that would let publishers block the use of their content in AI Overviews, AI Mode grounding, and external AI training without harming their visibility or ranking in general search. The consultation runs until Feb. 25, 2026.

Google would also have to ensure proper attribution in AI-generated results and publish clear explanations of how content is selected and credited. The regulator would require Google to provide publishers with disaggregated metrics—impressions, clicks, and click-through rates—through tools like Google Search Console. Google said it is exploring enhanced controls to let sites manage generative features on Search.

The CMA noted that current site controls, such as NOSNIPPET tags and Google’s Extended robots.txt flag, risk reducing traffic or fail to clarify whether content will be used in AI outputs. This supports the case for new, specific safeguards.

Market Power, Choice Screens, and Process

The CMA designated Google with strategic market status for general search services and search advertising in October 2025, enabling targeted conduct requirements under the Digital Markets, Competition and Consumers Act 2024. Google handles more than 90% of UK general search queries, and over 200,000 UK businesses spent more than £10 billion on Google search advertising last year.

The proposed rules would require mandatory choice screens in Android default flows and the Chrome browser, introduce data portability for users and businesses, bar preferential treatment of Google advertisers and commercial partners, and mandate clearer disclosure of ranking methods and AI features in results. The package would also strengthen complaint and remediation procedures for sites that believe they have been disadvantaged.

The CMA framed the measures as supporting innovation, delivering a high-quality digital experience, and ensuring fairer outcomes for content publishers. Chief Executive Sarah Cardell said, "These targeted and proportionate actions would give UK businesses and consumers more choice and control over how they interact with Google’s search services."

The CMA will review consultation responses before deciding whether the proposed measures are proportionate. If approved, these would be the regulator’s first enforcement actions under the strategic market status designation and could reshape how publishers, advertisers, and users engage with search in the UK.