London, 28 Jan 2026, 13:09 GMT
- The UK competition watchdog has put forward its first binding rules for Google Search as part of the new digital markets framework
- Publishers can choose to opt out of AI Overviews and certain AI training activities, yet still remain included in Search
- The package also tackles ranking transparency, Android and Chrome choice screens, and data portability
On Wednesday, Britain’s competition watchdog put forward new rules demanding that Google allow publishers to opt out of having their content included in AI Overviews—those AI-generated summaries that show up at the top of Search results. The Competition and Markets Authority has set a deadline of Feb. 25 for feedback before finalizing its decision. 1
The CMA highlighted the significance of this step, noting that Google Search accounts for over 90% of general search queries in the UK. Last year, more than 200,000 businesses poured upwards of £10 billion into Google search ads. As AI features play a bigger role in search, the watchdog stressed that “it is vital that competition works well.” 2
The proposals mark the first “conduct requirements” — specific rules aimed at a dominant company — introduced under Britain’s Digital Markets, Competition and Consumers Act 2024. In October 2025, the CMA labeled Google with “strategic market status” for search and search advertising, a tag reserved for the largest players. 3
The consultation papers propose retaining Google-Extended, a control managed via robots.txt—a standard file that websites use to regulate automated crawling—while introducing a clearer opt-out specifically for search AI features. The CMA also outlined options for more detailed controls, allowing restrictions at the directory or even individual page level, and emphasized the need for greater transparency about what Google-Extended encompasses as services change. 4
A second proposed rule aims to tighten how Google ranks search results, responding to business complaints about poor notification of algorithm changes and limited options to appeal decisions that affect their traffic and sales. This fair-ranking proposal covers traditional “blue link” results, along with AI Overviews and AI Mode, and would establish a formal complaints process with updates reported to the CMA. 5
The CMA is pushing for mandatory “choice screens” on Android devices and the Chrome browser—prompts that let users select a default search provider. This move aims to simplify switching search engines and could steer more traffic to competitors like Microsoft’s Bing or DuckDuckGo, especially on mobile. 6
“Data portability” is another key point, defined by the CMA as letting users transfer their search data straight to other platforms. The consultation notes that, with user permission, third-party developers could tap into this data to create new tools or assist users in switching services. 7
Google says it already provides publishers with various controls “based on open standards like robots.txt” and has gradually introduced tools like Google-Extended to manage how content trains Gemini models. Ron Eden, a principal in product management, wrote that Google is considering updates allowing sites to opt out of search generative AI features. But he cautioned, “Any new controls need to avoid breaking Search” for users. 8
Publishers say opting out has often felt like a harsh trade-off: either let AI generate summaries or vanish from Search entirely. Owen Meredith, CEO of the News Media Association, pointed out that the CMA acknowledged Google’s ability to “extract valuable data without reward, harming publishers.” 9
The CMA has emphasized that the package is carefully targeted. In a separate blog post, it described the new regime as “proportionate” and designed to move quickly, aiming to avoid “hampering innovation” or shaking investor confidence. 10
The proposals remain in draft form, with the real battle focusing on how far the rules can stretch without harming Search’s functionality. According to the Financial Times, Google has cautioned that changes risking user experience or causing product fragmentation should be avoided. Meanwhile, publishers are pushing for more influence as AI plays an increasingly key role in content discovery.
The CMA announced it will hold online roundtables in February, targeting stakeholders to discuss each proposed conduct requirement. These sessions will cover user choice, ranking, publisher controls, and data portability. The regulator aims to finalize its next steps once the consultation period ends. 11
