UK news websites given freedom to block articles appearing in AI search

Luke Meredith

UK news publishers have gained new powers to stop Google from using their articles in AI (artificial intelligence) search summaries, under changes announced by the UK competition watchdog.

The Competition and Markets Authority (CMA) said publishers will now be able to decide whether their content appears in AI-generated summaries at the top of Google’s search results. The move follows complaints from media organisations that these summaries are reducing clicks to their websites.

AI search summaries combine information from multiple websites and display it directly on the results page. Although this can speed up searches, it also means fewer users visit the original sources. Publishers say that the loss of traffic has also reduced advertising revenue.

Until now, news organisations had a difficult choice: let Google use their content in AI summaries, or disappear from Google search results altogether. Because Google accounts for more than 90% of UK online searches, leaving those results would have made their content harder to find.

The CMA said the new rule will give publishers more control and strengthen their position in negotiations with Google. Sarah Cardell, head of the watchdog, called it a “world-first” measure that would create a fairer system and give businesses more choice over how their content is used.

News organisations have welcomed the change. The News Media Association, which represents many UK publishers, said the decision could help create a fairer digital market. It added that high-quality journalism should be respected and properly paid for, especially as technology companies depend on it for their services.

Google said it is already testing a new tool that will let website owners control how their content appears in AI search features. The company plans to trial it with a small number of UK sites before rolling it out worldwide.

Google also said it is working with regulators such as the CMA to ensure website owners have the right tools as search technology evolves. It added that the new control will apply only to AI features and will not affect rankings in standard search results.

The CMA’s decision is part of a broader push to increase competition in digital markets. The watchdog has already given Google special status because of its dominance in search and plans to introduce further measures in the coming weeks.

Experts say the new rules could help rebalance the relationship between major tech companies and content creators. They believe publishers will be able to keep more control over their work while remaining visible in search results.

For business owners, these changes may not be immediately noticeable. However, they could influence how information appears online in future as AI becomes a bigger part of search. To receive an expert AI SEO (search engine optimisation) service using the latest methods, speak to our team at Engage Web right away.

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Luke Meredith

Content Editor at Engage Web

At home in both the digital sector and the world of communications, Luke thrives on deadlines and has held roles in healthcare, retail and digital marketing, gaining a sound knowledge of a wide range of sectors. He’s a massive swot as well, holding a first-class degree in BA Communication and Media, and now uses his writing skills and keen editorial eye in his role as Content Editor here. Luke helps to oversee our clients’ content requirements, while also looking after a pool of freelance writers across three continents.