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UK regulator orders Google to disclose AI search click data
The UK's Competition and Markets Authority has issued Google with a conduct requirement that will force it to disclose substantial data on AI search, including clicks, flagged by Lidia Infante. Google will have to provide impressions and clicks disaggregated from other search features, surfaced in a widely available platform such as Google Search Console, with AI clicks made trackable on-site so their quality can be assessed.
What changed
The requirement also obliges Google to provide publishers with a way to distinguish between their content being used for model training and its use in retrieval-augmented answers. Infante framed it as the substantive development of the week, distinct from the noisier reaction to GSC's new AI report, because it compels disclosure of data Google has not previously surfaced.
Why it matters for advertisers
For you, this means publishers and SEO teams in the UK should expect new, regulator-mandated visibility into AI search performance over time. Worth tracking how Google implements the disclosure, particularly the click-tracking mechanism and the training-versus-RAG distinction, as both bear on content strategy.
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UK regulator orders Google to disclose AI search click data
The UK's Competition and Markets Authority has issued Google with a conduct requirement that will force it to disclose substantial data on AI search, including clicks, flagged by Lidia Infante. Google will have to provide impressions and clicks disaggregated from other search features, surfaced in a widely available platform such as Google Search Console, with AI clicks made trackable on-site so their quality can be assessed.
The requirement also obliges Google to provide publishers with a way to distinguish between their content being used for model training and its use in retrieval-augmented answers. Infante framed it as the substantive development of the week, distinct from the noisier reaction to GSC's new AI report, because it compels disclosure of data Google has not previously surfaced.
For you, this means publishers and SEO teams in the UK should expect new, regulator-mandated visibility into AI search performance over time. Worth tracking how Google implements the disclosure, particularly the click-tracking mechanism and the training-versus-RAG distinction, as both bear on content strategy.
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