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The UK’s Competition and Markets Authority (CMA) stated on January 28 (local time) that websites should be allowed to refuse the use of their content in Google’s AI-generated search summaries, known as "AI Overviews."

Since designating Google as a firm with "Strategic Market Status" (SMS) in the search market last October, the CMA has been reviewing measures to promote competition. While an SMS designation does not inherently imply unfair practices, it provides a legal basis for the regulator to intervene and mandate specific actions.

Holding over 90% of the UK’s general search market, Google is now facing CMA proposals aimed at expanding choices for businesses and consumers. The CMA will collect public feedback until February 25 before finalizing its requirements.

The CMA emphasized that website publishers need more transparency and control over how their content is used. Specifically, the regulator argued that publishers should have an "opt-out" option to prevent their content from being used for AI Overviews or for training AI models, independent of standard search indexing. It also called for clearer attribution of sources in AI-generated results.

Many content creators, including news organizations, have criticized AI developers for using their content without permission or compensation, noting that AI summaries reduce "click-through" traffic to their original sites.

Additionally, the CMA demanded that Google demonstrate fairness and transparency in its ranking algorithms for search results, including AI modes. The regulator also proposed mandating a "choice screen" on Android devices to allow users to switch search providers more easily.

Sarah Cardell, CEO of the CMA, stated, "These measures are designed to give UK businesses and consumers more choice and control over how they interact with Google Search, while fostering innovation across the tech sector and ensuring a fair deal for content publishers, particularly news organizations."

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