Back in June, the UK’s Competition and Markets Authority (CMA) announced that publishers would have more control over their content, with the option to opt-out of appearing in Google AI Overviews.
The impact of opt-out
At the time, Sarah Cardell, Chief Executive of the CMA, said that the new requirements would enable “fair treatment, greater transparency and meaningful choice for businesses and consumers.”
On the same day as the CMA announcement, Google announced its opt-out controls, with roll-out completed on 31st August.
But while the move is framed as promising more control, some commentators have argued the situation isn't straightforward, with opt-out potentially leading to lower visibility.
Now, the EU’s antitrust regulators are seeking to ascertain whether publishers will use the opt-out function.
Are publishers opting out?
According to Reuters, the European Commission sent out a questionnaire in July, which closed on August 28, asking publishers whether they would use the opt-out function and the “factors influencing their decision.” Publishers were also asked what they thought of Google's search box changes.
This feeds into a wider antitrust investigation into Google’s use of online content for AI purposes, launched back in December 2025. As part of the European Commission's ongoing investigation, it is seeking to determine whether Google is imposing unfair terms and conditions on publishers and content creators and placing developers of rival AI models at a disadvantage.
Reuters notes that publishers' feedback could “determine the outcome” of that investigation.
