UK CMA Proposes AI Overview Opt-Out: What Publishers Need to Know

Key CMA Proposals Explained

The CMA's proposals include several specific requirements for Google:

"We're now exploring updates to our controls to let sites specifically opt out of Search generative AI features."

Google's response has been measured. While saying it's "exploring updates," the company warned the proposals are "broad and unfocused" and risk "stifling innovation." Eden added that Google is "optimistic we can find a path forward that provides even more choice to website owners and publishers."

Why This Matters: The Traffic Crisis

The CMA's intervention comes after mounting evidence of AI Overviews devastating publisher traffic. According to Press Gazette's analysis of Chartbeat data covering over 2,500 outlets, global search referrals to news sites dropped 33% year-over-year.

The problem is straightforward: when Google shows an AI-generated summary at the top of search results, users often get their answer without clicking through. For publishers who depend on traffic for advertising revenue, this represents an existential threat.

Who's Most Affected

• News publishers: Informational queries that previously drove traffic now answered directly by AI
• How-to content creators: Step-by-step guides summarized without clicks
• Recipe and lifestyle sites: Quick-answer queries increasingly handled by AI
• Small publishers: Less resources to adapt to AI-first search

What Experts Are Saying

Industry reaction to the CMA proposals has been mixed, with some praising the intervention while others argue it doesn't go far enough.

"Google's AI Overviews are stealing huge amounts of traffic and therefore revenue from publishers. Opting out of AI Overviews in the future won't change that—it'll just stop publishers from being able to access the meagre crumbs of traffic that they might get from being present in AIOs."

Cowen's criticism highlights a key concern: by the time opt-out is implemented, the damage may already be done. Publishers who've lost traffic to AI Overviews may not recover it simply by opting out.

Meanwhile, SEO experts are debating whether opting out is even the right strategy. According to Search Engine Journal's analysis, brands cited in AI Overviews actually earn 35% more organic clicks and 91% more paid clicks than those not cited. This suggests the optimal strategy may be optimization rather than avoidance.

"Even if you don't get much traffic volume from AI search, optimizing for AI visibility can still have a noticeable impact on your business. Visitors arriving from AI search platforms are far more valuable than those from traditional search."

What Publishers Should Do Now

While we wait for the regulatory process to conclude, here's how to prepare:

Step 1: Audit Your Current AI Overview Exposure

Before deciding whether to opt out, understand how AI Overviews currently affect your traffic. Check which of your pages appear in AI summaries and whether you're being cited.

Our free AI Overview Analyzer can help you track which keywords trigger AI Overviews and whether your content is being cited.

Step 2: Monitor Your Traffic Patterns

Use Google Search Console to identify pages that have lost traffic since AI Overviews expanded. Look for patterns: are informational queries declining while transactional queries hold steady?

Step 3: Evaluate Your Content Strategy

Consider whether your content strategy needs adjustment regardless of opt-out options. Content that provides unique analysis, original data, or expert perspectives is harder for AI to fully summarize.

Run your key pages through our Helpful Content Checker to identify opportunities for adding unique value that AI can't easily replicate.

Step 4: Submit Feedback to the CMA

The consultation is open until February 25, 2026. If you're a UK publisher or have a stake in the outcome, consider submitting your perspective. The CMA is specifically seeking input on how the proposals would affect different types of publishers.

Step 5: Prepare for Both Scenarios

Build a strategy that works whether or not opt-out becomes available:

• Diversify traffic sources beyond Google (newsletters, social, direct)
• Optimize for AI citation if you decide to stay in AI Overviews
• Focus on content types that drive direct value (subscriptions, products)
• Build brand recognition so users seek you out directly

Tools to Monitor AI Overview Impact

Whether you plan to opt out or optimize for AI Overviews, these tools can help you understand and respond to the changing search landscape:

What to Expect Next

The CMA consultation closes on February 25, 2026. After reviewing feedback, the UK government will make a final decision by March 18, 2026.

If approved, implementation will take time. Google will need to build the opt-out controls, and there will likely be a transition period. Realistically, publishers shouldn't expect functional opt-out options until Q2 or Q3 2026.

The CMA has also signaled a second phase of scrutiny in early 2026, potentially expanding into Google's advertising practices and relationships with publishers. This suggests the regulatory pressure on Google's AI features is just beginning.

Meanwhile, watch for similar proposals in other markets. The US Department of Justice and South African Competition Commission have already proposed comparable measures. If the UK regulation succeeds, it could establish a global precedent.

Frequently Asked Questions

Key Takeaways

The UK CMA's proposals represent the most significant regulatory intervention into AI search features to date. For publishers who've watched traffic evaporate to AI Overviews, opt-out controls could provide meaningful relief—though critics argue it may be too little, too late.

The AI search landscape is evolving rapidly. Whether the CMA's proposals become law or not, publishers need strategies that work in both AI-heavy and traditional search environments. Start monitoring your AI Overview presence now with our free AI Overview Analyzer, and stay ahead of the changes to come.

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