Google Search is set to face a set of targeted new rules from a UK regulator aimed at ensuring fairer outcomes for publishers and users, while also improving the service.

The Competition and Markets Authority said Google will have nine months to implement the “conduct requirements” it has outlined, according to sky news.

A key measure will allow news publishers and other online content providers to opt out of appearing in Google Search’s AI Overviews, which are displayed at the top of results, amid concerns about reduced website traffic.

The rules follow the CMA’s decision last year to grant Google “strategic market status” for its search services, citing its “substantial and entrenched market power,” with over 90 per cent of UK searches taking place on the platform.

The CMA said on Wednesday, “In a world first, publishers will now have effective tools to prevent their content being used to power AI features in search, such as AI Overviews. This will put publishers, like news organisations, in a stronger position to negotiate content deals with Google.

“To boost consumer trust, Google is also now required to make sure that publisher content is properly attributed, using clear links, in AI‑generated search results.

“Following consultation feedback, Google will now also have to allow publishers to opt-out of allowing their content to be used for the ‘fine-tuning’ of AI models. This provides publishers with confidence that they will have control over the full range of AI use-cases of their content.”

The CMA said the rules are designed to promote fair dealing and transparency, and will also apply to major changes in Google’s search platform, particularly those involving deeper integration of AI technologies into its search features.

It also warned that it could introduce additional measures if necessary to ensure a fair exchange of value between Google and publishers.

Google said it is engaging broadly with regulators to ensure website owners “have the right tools as user preferences evolve.”

It added that publishers can choose whether their sites appear in, and help ground, responses in its generative AI Search features.

The general manager of Google’s Search Ecosystem, Mrinalini Loew, said, “Today, we’re beginning to test a new control that lets website owners manage how their links and content appear in generative AI Search features.”

The company also said it is introducing new tools to give website owners greater insight into how their content appears in AI-driven search, including data on page impressions and details of which pages are surfaced in AI responses and in which regions globally.