en.Wedoany.com Reported - The UK Competition and Markets Authority (CMA) has imposed new behavioral requirements on Google's search services in the UK, directing the company to make specific adjustments under the digital markets competition regime. The regulator previously determined that Google holds a "Strategic Market Status (SMS)" in general search services. This designation grants the CMA the power to issue targeted rules when deemed necessary to ensure fair dealing, choice, or transparency.
Under this decision, Google must provide publishers with effective tools to prevent their online content from being used to support AI features in search, such as AI Overviews. The CMA stated that this is the first such action it has taken, and it is expected to give publishers, including news organizations, greater leverage in content negotiations. The new requirements also stipulate that when Google uses publisher content in AI-generated search results, it must provide proper attribution through clear links to enhance consumer trust in the search platform.
In response to feedback during the consultation process, Google is now mandated to allow publishers to opt out of having their content used for "fine-tuning" AI models. This step aims to ensure publishers maintain control over the scope of AI applications involving their materials. These rules come as Google has announced significant adjustments to its search platform, involving further integration of AI technology.
The CMA stated that these new requirements will cover the aforementioned adjustments and confirmed it is monitoring Google's implementation, including potential impacts on businesses. CMA Chief Executive Sarah Cardell said: "Today, we are introducing the world's first requirements on Google's search services in the UK, aimed at providing fair treatment, greater transparency, and meaningful choice for businesses and consumers." She added that Google's recently announced search business adjustments are precisely what these requirements are designed to address.
Google will have nine months to implement all necessary adjustments, but the CMA expects publishers to begin gaining core control before the deadline. The company must also submit compliance reports every six months in the first year, accompanied by data and metrics demonstrating how it meets the new rules, after which the CMA will review the reporting frequency. The digital markets competition regime, which took effect last year, has prompted the CMA to launch four SMS investigations into companies including Google, Apple, and Microsoft. The CMA stated that behavioral requirements enable it to take proportionate and evidence-based actions to promote competition in digital markets. The regulator is expected to announce further updates on its digital market regulation in the coming weeks.
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