The Competition and Markets Authority (CMA) has proposed a series of measures designed to enhance the fairness and transparency of Google’s search services in the UK. This initiative aims to empower businesses and consumers, particularly content publishers, in their interactions with Google.

Google Search dominates the UK market, handling over 90% of general search queries. With more than 200,000 UK firms spending over £10 billion on Google’s search advertising last year, the CMA recognizes the importance of ensuring effective competition in this space.

In October 2025, the CMA designated Google with strategic market status (SMS) in search services, allowing for the introduction of targeted rules to promote fair dealing and transparency. The CMA is now consulting on proposed conduct requirements that include:

<ul><li><strong>Publisher controls:</strong> Ensuring content publishers receive fair treatment by allowing them to opt out of their content being used in Google’s AI features and requiring proper attribution.</li><li><strong>Fair ranking:</strong> Mandating Google to demonstrate fairness in its search result rankings, including in AI-generated content.</li><li><strong>Choice screens:</strong> Implementing default choice screens on Android devices and Chrome browsers to facilitate easier switching between search services.</li><li><strong>Data portability:</strong> Enhancing the ability for users to utilize Google search data more effectively.</li></ul>Sarah Cardell, Chief Executive of the CMA, emphasized the significance of these proposals in providing UK businesses and consumers with greater control and fostering innovation in the tech sector. The CMA is currently seeking feedback on these proposals, with a deadline set for 25 February 2026, before making a final decision.