The UK’s 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’ content is used and surfaced.
The Competition and Markets Authority (CMA) is expected to designate Google with “strategic market status” (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.
Central to the CMA’s 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.
Publishers argue this practice diverts traffic and reduces visibility, especially given Google’s 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’s summaries without removing it from search entirely.
The 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.
The regulator is also pushing for “choice screens” 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.
Ranking transparency is another priority. With Google increasingly acting as both search platform and content provider – via summaries, shopping links or AI chat modes – the CMA wants to ensure competitors are not disadvantaged by opaque ranking systems or data access barriers.
However, 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.
The 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.
Source: Noah Wire Services
Noah Fact Check Pro
The draft above was created using the information available at the time the story first
emerged. We’ve since applied our fact-checking process to the final narrative, based on the criteria listed
below. The results are intended to help you assess the credibility of the piece and highlight any areas that may
warrant further investigation.
Freshness check
Score:
9
Notes:
The narrative is current, with the UK’s Competition and Markets Authority (CMA) proposing to designate Google with ‘strategic market status’ (SMS) under the new Digital Markets, Competition and Consumers Act. This move aims to impose new rules on Google to promote fairer competition and enhance publisher control over content use in AI summaries. The CMA’s final decision is expected by mid-October. ([competitionandmarkets.blog.gov.uk](https://competitionandmarkets.blog.gov.uk/2025/06/24/cma-takes-first-steps-to-improve-competition-in-search-services-in-the-uk/?utm_source=openai))
Quotes check
Score:
8
Notes:
The narrative includes direct quotes from CMA Chief Executive Sarah Cardell, such as:
> “Millions of people and businesses across the UK rely on Google’s search and advertising services.” ([bbc.co.uk](https://www.bbc.co.uk/news/articles/c5y6x45w6ejo?utm_source=openai))
These quotes are consistent with publicly available statements from the CMA, indicating originality.
Source reliability
Score:
10
Notes:
The narrative originates from reputable sources, including the UK’s Competition and Markets Authority and established news outlets like the BBC. This enhances the credibility of the information presented. ([gov.uk](https://www.gov.uk/government/news/cma-to-investigate-googles-search-services?utm_source=openai))
Plausability check
Score:
9
Notes:
The claims about the CMA’s investigation into Google’s search dominance and the proposed SMS designation are plausible and align with recent developments in UK digital market regulation. The narrative provides specific details, such as the CMA’s consultation on potential interventions, including choice screens and fair ranking principles. ([competitionandmarkets.blog.gov.uk](https://competitionandmarkets.blog.gov.uk/2025/06/24/cma-takes-first-steps-to-improve-competition-in-search-services-in-the-uk/?utm_source=openai))
Overall assessment
Verdict (FAIL, OPEN, PASS): PASS
Confidence (LOW, MEDIUM, HIGH): HIGH
Summary:
The narrative is current and originates from reputable sources, with consistent and plausible claims supported by direct quotes from CMA officials. No significant issues were identified, indicating a high level of credibility.
