Finance
Google to Allow AI Opt-Out to Ease UK Competition Concerns
Published by Global Banking & Finance Review®
Posted on March 18, 2026
2 min readLast updated: March 18, 2026
Quick Summary
Google is developing new search controls allowing UK websites to opt out of its generative AI features, and will implement a streamlined switch to change default search engine settings—aiming to address the UK CMA’s competition concerns over its search dominance.
Google To Offer AI Opt-Out Tools in Response to UK Search Competition Inquiry
Google Responds to UK Regulator's Concerns Over Search Dominance
Development of New Search Controls
LONDON, March 18 (Reuters) - Google said on Wednesday it was developing new search controls to let websites opt out of its generative AI features, as the U.S. tech giant sought to address the British competition regulator's concerns about its dominance in search services.
User Device Settings and Default Search Engine Options
The company also proposed "a less intrusive" switch in a user's device settings to make it easier to change the default search engine, rather than frequent pop-ups, which it said would annoy users.
UK Competition and Markets Authority's Oversight
Britain's Competition and Markets Authority in October designated Google as having "strategic market status" in search services, meaning the watchdog could intervene to ensure effective competition in the sector.
Google's Market Share and AI Integration
Google, which accounts for more than 90% of UK search queries, uses content harvested by its search crawler to build its AI Overviews and AI mode, as well as standalone products like its Gemini AI assistant.
Regulatory Measures and Publisher Impact
Disproportionate Consequences for Users?
'DISPROPORTIONATE CONSEQUENCES' FOR USERS?
In January, the UK regulator outlined measures to boost choices for businesses and consumers, including allowing publishers to opt out of having their content used in AI Overviews or to train standalone AI models.
It also wanted to ensure that the ranking of search results was fair and transparent, and make it easier for people to choose other search engines.
News websites and other publishers have seen click-through rates plummet as a result of users relying on overviews generated with the help of AI.
Google's Response to Regulatory Proposals
In a response published on the CMA's website, Google said some of the proposed conduct requirements would have "disproportionate and detrimental consequences" for users, publishers and businesses, and its "ability to innovate and invest in the UK."
Google said it would continue to work constructively with the CMA to find "practical solutions that benefit users, publishers, and businesses across the UK."
(Reporting by Muvija M, Editing by Paul Sandle and Bernadette Baum)
Key Takeaways
- •Google is introducing opt‑out tools for sites to exclude their content from AI Overviews and AI Mode without harming traditional search visibility, in response to UK CMA requirements (365iwebdesign.co.uk).
- •The CMA designated Google with “strategic market status” in October 2025, empowering it to impose targeted interventions to promote fair competition in UK search services (gov.uk).
- •Google will offer “less intrusive” user controls to change default search engines on devices, replacing frequent pop‑ups and aligning with CMA’s push for easier choice of alternatives (365iwebdesign.co.uk).
References
Frequently Asked Questions about Google to allow AI opt-out to ease UK competition concerns
1Why is Google introducing AI opt-out controls for websites?
Google is introducing AI opt-out controls to address the UK competition regulator's concerns regarding its dominance in search services and use of generative AI.
2What changes will Google make to default search engine settings?
Google proposes a less intrusive method for switching the default search engine, moving away from frequent pop-ups to a simpler device settings switch.
3How does the UK's Competition and Markets Authority view Google's market position?
The CMA has designated Google as having 'strategic market status' in search, allowing the regulator to intervene for effective sector competition.
4What concerns do publishers have about Google's generative AI features?
Publishers are concerned that AI-generated overviews reduce click-through rates for news websites, impacting their online traffic.
5How is Google responding to the UK regulator's proposals?
Google claims some proposals could have disproportionate consequences but states it will work with the UK regulator to find practical solutions.
