UK Regulator Plans New Rules to Increase Transparency in AI-Generated Search Results

February 2026 — The United Kingdom’s competition regulator is preparing new guidelines aimed at improving transparency and accountability in AI-generated search features, particularly those that summarize information directly on search results pages.

The move comes as AI-powered search summaries become more common, raising concerns about how information is selected, displayed, and prioritized for users.

Focus on Transparency and Fair Competition

The proposed rules are expected to require clearer labeling of AI-generated content and greater visibility into how summaries are produced. Regulators want users to easily distinguish between traditional search results and AI-created responses, ensuring they understand when information is being generated rather than directly sourced.

The watchdog is also examining whether AI summaries could unfairly disadvantage publishers by reducing traffic to original content creators.

Impact on Search Platforms

If implemented, the new framework could require search providers to adjust how AI summaries are presented, including clearer disclosures and potential options for publishers to manage how their content is used in AI-generated responses.

The regulator is also assessing whether dominant search platforms gain an unfair advantage by keeping users within their own ecosystem instead of directing them to external websites.

Why It Matters

AI-powered search tools are rapidly changing how people discover information online. While they offer convenience, regulators argue that unchecked use could distort competition, reduce content diversity, and limit consumer choice.

Ensuring transparency is seen as a critical step in maintaining trust while allowing innovation to continue.

Industry Reaction

Technology companies and publishers are closely watching the developments. While some industry players support clearer standards, others warn that overly restrictive rules could slow innovation in AI-driven services.

The regulator has indicated that it will consult with stakeholders before finalizing any requirements.

What’s Next

The proposed rules are expected to form part of a broader digital competition framework in the UK. If adopted, they could set a precedent for how AI-powered search and content discovery tools are regulated globally.