The Society of Editors has responded to the publication today of the Competition and Markets Authority (CMA) Conduct Requirement for Google saying that steps to secure greater control and a fairer deal for publishers over how their content is used is to be welcomed.

Under the new rules, 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. 

Responding to the announcement, Dawn Alford, Chief Executive of the Society of Editors said: “The publication today of the CMA’s Conduct Requirement is a welcome step in achieving greater control and a fairer deal for publishers over how their valuable content is used.

“The requirements must now be fully implemented and enforced and form part of a wider goal to build a digital future that values, respects and properly compensates creative content.”