Online publishers are getting more control over whether their websites appear in Google's AI Search features following a UK regulatory ruling. The Competition and Markets Authority has imposed a new conduct rule requiring Google to provide publishers with control over how their content is used in AI overviews and when "fine-tuning" its AI models.
The UK competition watchdog's decision addresses how Google handles publisher content in its artificial intelligence products. Google will have to give publishers control of how their content is used both in AI overviews and when "fine-tuning" its AI models, according to Politico EU.
The Competition and Markets Authority issued the new conduct rule establishing requirements for Google's handling of publisher content. Under the ruling, publishers will have the ability to determine whether their websites appear in Google's AI Search features.
The regulatory action gives publishers authority over two distinct uses of their content within Google's AI operations. Publishers can control their participation in AI overviews and the use of their content for model "fine-tuning."
The UK watchdog's ruling mandates that Google implement systems allowing publishers to make decisions about their content. The conduct rule requires that publishers be given opt-out options regarding AI Search features.
The Competition and Markets Authority oversees competition matters in the UK market. The ruling applies to Google's operations subject to UK regulatory authority.
The new conduct rule establishes that Google must provide these controls to publishers. Google will need to comply with the requirements set forth by the UK competition regulator.
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