Consultation launched on targeted rules to give publishers control over AI features and improve choice in search.

The United Kingdom’s Competition and Markets Authority (CMA) proposed a package of conduct requirements for Google’s search services that would apply under the UK digital markets competition regime and include controls on how AI features use publisher content.

Under the proposals, publishers would be able to opt out of having their material used to power AI features such as AI Overviews or to train AI models outside of Google Search, and Google would be required to improve attribution of publisher content in AI-generated results.

The conduct requirements are currently under consultation and are not in force. CMA stakeholders and members of the public are invited to submit feedback by February 25, 2026. After that, the CMA will consider responses before deciding whether to proceed.

The proposals would also require Google to demonstrate fair and transparent search rankings, including in outputs presented by AI features such as AI Mode and AI Overviews, and introduce or expand search choice screens on Android and the Chrome browser to make switching to alternative search services easier. 

The CMA’s authority to propose these measures follows its October 2025 designation of Google as having strategic market status (SMS) in general search and search advertising, a status that enables targeted regulation under the digital markets competition regime.

Sarah Cardell, Chief Executive of the CMA, said: “Today is an important milestone as we consult on the first conduct requirements under the digital markets competition regime in the UK. These targeted and proportionate actions would give UK businesses and consumers more choice and control over how they interact with Google’s search services.”