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The UK\u2019s competition watchdog is preparing to impose sweeping new rules on Google that could reshape how search results and AI-generated summaries work, potentially transforming how publishers\u2019 content is used and surfaced.
\nThe Competition and Markets Authority (CMA) is expected to designate Google with \u201cstrategic market status\u201d (SMS) later this year due to its dominance in search and search advertising. The designation, part of new digital markets legislation, would allow the CMA to enforce a set of binding conduct rules aimed at promoting fairer competition, greater user choice and more control for content providers.
\nCentral to the CMA\u2019s concerns is the way Google deploys AI-powered summaries, aka overviews, in search results. These features, powered by its Gemini 2.5 model and now live in over 200 countries and 40 languages, appear in around 10% of searches. But they typically cite Google itself as the source, even when summarising material originally published by news organisations.
\nPublishers argue this practice diverts traffic and reduces visibility, especially given Google\u2019s near-total dominance of UK search, where it handles over 90% of queries. While some have opted out of broader AI training datasets, there is currently no way to prevent content being used in Google\u2019s summaries without removing it from search entirely.
\nThe CMA wants to change that. Its proposed rules would give publishers the right to opt out specifically from having their content used in AI-generated summaries, without affecting broader search indexing. This targeted control could help protect referral traffic and restore leverage to content producers.
\nThe regulator is also pushing for \u201cchoice screens\u201d on devices, giving users a clear option to select alternative search engines. The move would mirror EU requirements and is part of a wider push to increase interoperability and reduce default platform advantages.
\nRanking transparency is another priority. With Google increasingly acting as both search platform and content provider \u2013\u00a0via summaries, shopping links or AI chat modes \u2013\u00a0the CMA wants to ensure competitors are not disadvantaged by opaque ranking systems or data access barriers.
\nHowever, political uncertainty could limit the scope of these reforms. The Labour government has signalled strong support for economic growth and tech investment, and some observers suggest that regulatory pressure on big tech may ease. Google has already hinted it might withhold new features from UK users if restrictions go too far.
\nThe CMA is due to make its final decision by October. If it proceeds with SMS designation, it would join a broader international movement seeking to rein in platform dominance and ensure fairer treatment of content creators in an AI-driven search environment.<\/p>\n