UK Plans New Rules Letting Sites Block Google AI Summaries

UK Proposes Letting Websites Refuse Google AI Search Summaries

The United Kingdom’s Competition and Markets Authority (CMA) has proposed allowing websites to opt out of having their content used in Google’s AI Overviews, marking a significant step in the regulator’s efforts to address Google’s dominance in online search.

Greater Control for Publishers

Under the proposal, website owners and publishers would gain clearer options to prevent their content from being summarized or surfaced in Google’s AI-generated search features. AI Overviews use generative artificial intelligence to compile information from multiple sources and present summarized answers directly in search results.

Publishers have raised concerns that these summaries can reduce traffic to original websites, affect revenue, and reuse content without sufficient control or compensation. The CMA’s proposal aims to rebalance the relationship between large technology platforms and content creators.

Regulatory Background

In October, the CMA outlined a path toward tougher, targeted regulation for major technology firms with substantial market power. The latest proposal builds on that direction, focusing on search and AI-driven features that shape how users discover information online.

If implemented, the measures could require Google to provide transparent tools that allow sites to opt out of AI Overviews without being penalized in traditional search rankings. This distinction is critical for publishers that rely on visibility in search results but want to limit AI reuse of their content.

Implications for SEO and Digital Strategy

For SEO professionals and digital publishers, the proposal highlights several key trends:

• Content ownership and consent are becoming central in AI-driven search.

• Transparency in indexing and usage is increasingly important.

• High-quality, authoritative content remains essential for visibility in both classic results and AI-enhanced SERPs.

Websites that demonstrate Experience, Expertise, Authoritativeness, and Trustworthiness (E-E-A-T) are more likely to remain competitive as search evolves. Original reporting, clear sourcing, and strong brand credibility are critical signals.

What Happens Next

The CMA is expected to consult with stakeholders before finalizing any rules. Google may also propose its own adjustments to how publishers can manage AI-related indexing and display.

As AI continues to reshape search, regulatory scrutiny is likely to grow, not only in the UK but globally. For publishers, staying informed and maintaining SEO best practices will be key to adapting to these changes.