Google ordered to put clearer links in AI search and let UK publishers opt out
Google ordered to put clearer links in AI search and let UK publishers opt out
谷歌被要求在 AI 搜索中提供更清晰的链接，并允许英国出版商选择退出
UK regulators today ordered Google to put clearer attributions and links to publishers’ content in its AI-generated search features. The UK’s Competition and Markets Authority (CMA) also said Google must give publishers a way to opt out of AI features in search. 英国监管机构今日下令，要求谷歌在其人工智能生成的搜索功能中，为出版商的内容提供更清晰的归属说明和链接。英国竞争与市场管理局（CMA）还表示，谷歌必须为出版商提供一种选择退出搜索 AI 功能的途径。
“In a world first, publishers will now have effective tools to prevent their content being used to power AI features in search, such as AI Overviews,” the CMA said today. “This will put publishers, like news organizations, 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.” “这是全球首例，出版商现在将拥有有效的工具，以防止其内容被用于驱动搜索中的 AI 功能，例如 AI 概览（AI Overviews），”CMA 今日表示。“这将使新闻机构等出版商在与谷歌谈判内容协议时处于更有利的地位。为了提升消费者信任，谷歌现在还被要求确保在 AI 生成的搜索结果中，通过清晰的链接对出版商内容进行适当的归属标注。”
The CMA ruled that Google may not penalize publishers for opting out of AI, meaning that Google can’t downrank opted-out publishers in general search results. The CMA said Google will have nine months to comply with all requirements but that the agency “expects important parts of the controls to become available to publishers well before that deadline. Google will also be required to submit and publish compliance reports, supported by key data and metrics, explaining changes it has made and how it has complied.” CMA 裁定，谷歌不得因出版商选择退出 AI 而对其进行惩罚，这意味着谷歌不能在常规搜索结果中降低已退出出版商的排名。CMA 表示，谷歌将有九个月的时间来遵守所有要求，但该机构“预计重要的控制措施将在截止日期前很早就提供给出版商。谷歌还将被要求提交并发布合规报告，并辅以关键数据和指标，解释其所做的更改以及如何遵守规定。”
Google’s AI Overviews tend to give confident-sounding responses to search queries, but the links to sources in the AI Overviews may or may not support those confident responses. Clearer attribution and links could make it easier for searchers to determine the accuracy of AI Overview summaries. 谷歌的 AI 概览往往会对搜索查询给出听起来很自信的回答，但 AI 概览中的来源链接可能并不支持这些自信的回答。更清晰的归属说明和链接可以使搜索者更容易判断 AI 概览摘要的准确性。
The CMA applied the rules to Google after determining that it has “strategic market status” in general search services, and has ongoing investigations into Apple and Microsoft. Google today said it will comply with the CMA decision. CMA 在认定谷歌在通用搜索服务中具有“战略市场地位”后，将这些规则应用于谷歌，目前该机构也正在对苹果和微软进行调查。谷歌今日表示将遵守 CMA 的决定。
Google opposed “excessive attribution”
谷歌曾反对“过度归属”
Google said last month that it would add more links to websites in AI Overviews, but it opposed the attribution requirement in its formal response to the CMA proceeding in February. Google said it is “already motivated to strike the right balance between attribution and usability.” 谷歌上个月曾表示将在 AI 概览中增加更多指向网站的链接，但在 2 月份对 CMA 程序的正式回应中，它反对归属要求。谷歌称其“已经有动力在归属说明和可用性之间取得适当的平衡”。
“Excessive attribution of lots of sources may worsen the user experience and lead to fewer clicks; not more,” Google told the CMA. “But too little attribution and publishers may decide to opt out, depriving Google of their content for grounding Search genAI features.” Google also objected to the CMA’s opt-out rule. “对大量来源进行过度的归属标注可能会恶化用户体验，导致点击量减少而非增加，”谷歌告诉 CMA。“但如果归属标注太少，出版商可能会决定退出，从而剥夺谷歌用于支撑搜索生成式 AI 功能的内容。”谷歌此前也反对 CMA 的退出规则。
But now that the proceeding is over, Google today announced new controls for website owners in response to the UK directive. “Today, we’re beginning to test a new control that lets website owners manage how their links and content appear in generative AI Search features,” Google said. 但随着程序结束，谷歌今日宣布为网站所有者提供新的控制措施，以响应英国的指令。“今天，我们开始测试一项新的控制功能，让网站所有者能够管理他们的链接和内容如何在生成式 AI 搜索功能中显示，”谷歌表示。
“With this new toggle in Search Console, website owners can decide if they want their site to appear in and help ground responses in our generative AI Search features (like AI Overviews, AI Mode or AI Overviews in Discover). Sites that opt out will not receive traffic or impressions from our generative AI features. This control will not be used as a ranking signal for search results outside of these generative AI Search features.” “通过 Search Console 中的这个新开关，网站所有者可以决定是否希望他们的网站出现在我们的生成式 AI 搜索功能（如 AI 概览、AI 模式或 Discover 中的 AI 概览）中，并帮助支撑这些回答。选择退出的网站将不会从我们的生成式 AI 功能中获得流量或展示。此控制项不会被用作这些生成式 AI 搜索功能之外的搜索结果的排名信号。”
Google also said it is giving website owners more data through the Search Console, including “impressions metrics and information about which pages appear in AI responses and in what countries.” It said the Search Console changes are now being provided “to a subset of website owners in the UK, allowing for thorough testing before rolling them out to website owners globally.” 谷歌还表示，它正在通过 Search Console 为网站所有者提供更多数据，包括“展示指标以及关于哪些页面出现在 AI 回答中以及在哪些国家/地区出现的信息”。它表示，Search Console 的更改目前正提供给“英国的一小部分网站所有者，以便在向全球网站所有者推广之前进行全面测试。”
Google says it will comply
谷歌表示将遵守规定
While Google said the Search Console changes will eventually roll out globally, it didn’t say in the blog post whether the UK-mandated changes to attributions and links will be available everywhere. Google also didn’t answer that question when contacted by Ars today. 虽然谷歌表示 Search Console 的更改最终将推广到全球，但它在博客文章中并未说明英国强制要求的归属和链接更改是否会在全球范围内实施。当 Ars 今日联系谷歌时，谷歌也没有回答这个问题。
Google told Ars that it will fully comply with the CMA’s new conduct requirements, and said its recent announcements of additional links to web content in AI search results apply globally. Google’s blog post didn’t say what changes it will make to comply with the requirement for clearer attribution and links to publishers in AI results, but said the firm is “continuing to experiment with a range of new link designs in our AI experiences to make them more useful.” 谷歌告诉 Ars，它将完全遵守 CMA 的新行为要求，并表示其最近宣布的在 AI 搜索结果中增加指向网页内容的链接适用于全球。谷歌的博客文章没有说明它将做出哪些改变来满足 AI 结果中更清晰的归属和出版商链接的要求，但表示该公司“正在继续尝试一系列新的链接设计，以使我们的 AI 体验更有用。”
A notice published by the CMA said Google must “take reasonable steps to ensure that Search Content in search generative AI features is attributed clearly, accurately, and that end users are provided with a clear means to access that Search Content.” CMA 发布的一份通知称，谷歌必须“采取合理措施，确保搜索生成式 AI 功能中的搜索内容得到清晰、准确的归属，并为最终用户提供访问该搜索内容的清晰途径。”
The CMA’s decision noted that some “stakeholders said there are instances where attribution in search generative AI features has been inaccurate and that the clarity of such attribution could be improved.” The CMA required Google to publish explanatory information detailing how it meets the new attribution requirement and how it ensures and measures “the factuality of search generative AI features.” CMA 的决定指出，一些“利益相关者表示，在搜索生成式 AI 功能中，归属标注存在不准确的情况，且此类归属的清晰度有待提高。”CMA 要求谷歌发布解释性信息，详细说明其如何满足新的归属要求，以及如何确保和衡量“搜索生成式 AI 功能的事实准确性”。
“As set out in consultation, we consider that transparency over attribution is important so that publishers can trust that, where Google uses Search Content in search generative AI features, it is sufficiently and accurately attributed,” the CMA said. “This, in turn, helps publishers make properly informed and meaningful decisions about whether and how they interact with Google in respect of general search services. Transparency measures also bring benefits to end users as they help them understand how Google has attributed responses and therefore help them to trust the responses they receive.” “正如在咨询中所述，我们认为归属透明度非常重要，这样出版商才能相信，当谷歌在搜索生成式 AI 功能中使用搜索内容时，其归属是充分且准确的，”CMA 表示。“这反过来又帮助出版商在与谷歌就通用搜索服务进行互动时，做出充分知情且有意义的决定。透明度措施也为最终用户带来了好处，因为它们帮助用户了解谷歌如何对回答进行归属标注，从而帮助他们信任所收到的回答。”
Opt-out dispute
关于退出机制的争议
As for opt-outs, the CMA notice said “Google shall provide publishers with effective controls to withhold their Search Content from being used in generative AI services and features.” The opt-outs must cover the training and grounding of Google’s broader generative AI services and its AI search features, the CMA said. 关于退出机制，CMA 的通知称，“谷歌应为出版商提供有效的控制手段，以阻止其搜索内容被用于生成式 AI 服务和功能。”CMA 表示，退出机制必须涵盖谷歌更广泛的生成式 AI 服务及其 AI 搜索功能的训练和支撑。