Retiring takes a live page down. The moment you confirm it, the page stops serving, its address returns a 404, and search engines are told the page is gone.
How to retire a page
Open Assets, find the published page, and choose Retire. You'll be asked to confirm, because this is not a step you want to take by accident.
It only goes one way
There is no un-retire. Once a page is retired it stays retired — the app offers no way to put it back up.
If you need that page live again, generate a new one. It will be a fresh page at a fresh address, and it will need to earn its way back into search results from scratch, so retiring something you might want back is an expensive way to tidy up. When in doubt, leave it up.
The page's record stays visible in Assets — what it was, what it targeted, when it went live, when it came down. Retiring hides the page from the public, it doesn't erase your history.
When to retire
A creator withdraws permission. This is the one to act on immediately. Removing the rights grant does not by itself pull a published page down — retiring is the action that does.
The product is gone. A page recommending something you no longer sell is a bad experience and a wasted answer.
The claims no longer hold. Reformulations, changed ingredients, updated packaging.
It's simply wrong. Retire it, fix the inputs, publish a new one.
What retiring doesn't do
It doesn't touch your creator content or rights grants — the underlying clips stay exactly as they were, still available for other pages.
It doesn't remove the page from an AI assistant's memory. Assistants re-read the web on their own schedule, so a retired page may still be reflected in answers for a while after it's gone. The 404 and the removal ping are what start that clock; they don't stop it instantly.
And it doesn't apply to drafts. A draft was never public, so there's nothing to take down — just leave it unpublished or replace it.
A note on tidying
Because retiring is one-way and pages accumulate authority the longer they're up, the instinct to clear out older pages usually costs more than it saves. Retire pages that are wrong, unlicensed, or misleading. Leave the merely old ones alone — they're still answering questions for you.