Using its powers under the Digital Markets, Competition and Consumers Act 2024, the CMA designated Google with strategic market status in general search and search advertising services in October 2025. In early 2026, the CMA consulted on various conduct requirements, which included user choice, data portability, fair ranking and a requirement giving publishers the control to opt out of AI features in Google’s search results. The CMA imposed publisher controls on 3 June and fair ranking and data portability requirements on 17 June. It is now consulting on strengthened user choice measures.
The CMA ‘s proposals are designed to give millions of Google Android and Google Chrome customers in the UK greater choice and more control over the search services they use. The updated proposals reflect rapid developments in how people across the UK are searching for information online, including the growing use of new services like ChatGPT and Perplexity. The CMA has also taken into account feedback from publishers, search providers and consumer groups.
Under the proposals Google would be required to:
- Give Android and Chrome customers a choice of search services when they use their Android phone or open Chrome for the first time, followed by a prompt every year to choose the default provider they want to use
- Allow AI assistants to be included where they meet the relevant criteria, including technical and security requirements
- Make sure any search providers that feature on choice screens fairly attribute publisher content when used – meaning people can easily access source content and know where their search results have come from
The CMA’s consultation on its updated proposals ends on 9 October. It expects to make its final decision on the conduct requirement by the end of the year.
