UK Competition Regulator Proposes Measures to Curb Google Search Power, Boost Publisher Protections

Britain’s competition watchdog on Wednesday proposed a set of measures aimed at improving how Google’s search services operate in the country, including steps to ensure publishers receive fairer treatment over the use of their content in the company’s AI-generated search overviews.

The proposals, put forward by the Competition and Markets Authority (CMA), are designed to address concerns about Google’s dominance in online search and the growing role of generative artificial intelligence in shaping how content is displayed and monetised.

In response, Google said it was exploring updates to its controls that would allow websites to specifically opt out of generative AI features within search results.

“Any new controls need to avoid breaking search in a way that leads to a fragmented or confusing experience for people,” the company said in a statement. Google added that it was optimistic about finding a solution that would offer greater choice to publishers and website owners while maintaining a useful and innovative search experience for users.

Google became the first company to be targeted under the CMA’s expanded regulatory powers in October, when it was designated as having “strategic market status”. The designation allows the regulator to intervene more proactively to address competition concerns linked to the market power of large technology firms.

The proposed remedies mark an early test of those new powers and reflect growing scrutiny of how dominant platforms deploy generative AI features that rely on third-party content, often without direct compensation to publishers.

The CMA said the measures are intended to rebalance the relationship between search platforms and content creators, as regulators worldwide examine the impact of AI-driven services on competition, media sustainability and consumer choice.