In today’s Digest, we cover the UK pressuring Google over AI Overview opt-outs for websites, Google axing YouTube vs TV viewing comparisons, and UK advertising hitting £12.5bn in Q3, up 11.4%.

UK pressures Google on AI overview opt-out for publishers

UK authorities are intensifying pressure on Google to change how its services operate, aiming to give both consumers and businesses greater choice while strengthening protections for content creators in the era of generative AI. The Competition and Markets Authority (CMA) has put forward proposals that would allow publishers to opt out of having their material included in Google’s AI Overviews or used to train separate AI models, a shift that could alter the balance of power between platforms and content owners. 

Alongside AI oversight, the CMA is also pushing for increased transparency in search rankings and simpler ways for users to switch to alternative search engines, addressing long-standing concerns about Google’s dominance in online discovery.

Google responded cautiously, noting that user behaviour is rapidly evolving and that AI Overviews are designed to help people discover new and relevant content. The company added that it already provides publishers with various controls and is considering additional options to allow sites to opt out of generative AI features.

Google axes YouTube vs TV viewing comparison

Google has stepped in to halt a UK initiative aimed at measuring YouTube viewing alongside traditional TV and streaming platforms, highlighting growing friction between the tech giant and established media measurement systems. The intervention came in the form of a legal cease-and-desist letter to Kantar Media, forcing the suspension of its joint project with Barb, the UK’s official TV ratings body, just months after its launch.

The service was promoted as a significant advancement in audience measurement, applying the same methodology used for linear TV and streaming services to evaluate YouTube channels on television screens. Google, however, raised objections over the way data was being accessed and used, claiming the approach violated YouTube’s terms of service, particularly regarding attribution of views to individual creators. Sources familiar with the matter also noted that Google questioned whether the service accurately captured YouTube viewing patterns, though the formal challenge centred on the use of creator content and platform APIs.

VOD to power UK ad growth

According to the latest Advertising Association/WARC Expenditure Report, UK advertising spend rose sharply in the third quarter of 2025, increasing by 11.4% to reach £12.5bn. Despite a challenging economic backdrop, total advertising investment for the year is now estimated at £46.9 bn, up 10.1%, with forecasts pointing to spend exceeding £50bn in 2026. Digital channels continued to dominate the market, accounting for 83% of total expenditure in Q3. Search and online display recorded year-on-year growth of 14.6%, reinforcing the sector’s central role in advertisers’ media strategies.

Looking ahead, AA/WARC forecasts growth of 7.5% in 2026, which would push total UK ad spend beyond £50bn for the first time. TV VOD is expected to deliver the strongest growth at 13.8%, supported by the FIFA World Cup and other major events, while digital formats including search, online display and online radio are also set to continue expanding.