CMA Proposes New Rules to Give Businesses More Control Over Google Search

The Competition and Markets Authority (CMA) has announced a set of proposed measures aimed at increasing fairness, transparency and choice for businesses and consumers using Google’s search services in the UK.

Given that Google accounts for more than 90% of general search queries in the UK and took over £10 billion in UK search advertising spend last year, these changes could have a meaningful impact on how businesses promote themselves online.

Google was designated with Strategic Market Status (SMS) in October 2025, which doesn’t imply wrongdoing, but it does allow the CMA to impose conduct requirements.

Below is a summary of what is being proposed and what it may mean in practice for businesses relying on Google to reach customers.

Improving user choice in search

Google is normally set as the default search service in its Android operating system and Chrome browser.

The CMA is proposing that it be made easier for users to choose which search service they want to use and be able to switch services more easily. If implemented, Google would be required to display more choice screens and give users the ability to change which search service they want to use at any time.

This change intends to help users select alternative search providers rather than defaulting to Google. That might mean a need to review advertising spend with Google but could also lead to lower advertising costs if competition between the various search providers increases.

Publisher choice and transparency

Content publishers, such as news outlets, blogs and others producing specialist content, are seeing a decline in the number of ‘clicks through’ to their websites because of generative AI features that Google is using.

The measures proposed would allow publishers more control over whether their material can be used within AI features, such as AI Overview, including being able to opt out.

There would also be clearer information for publishers on how their content is being used and Google would be required to take steps to ensure that any content used is properly attributed to the publisher.

Fair ranking

Search services are a key way of finding online customers, but many businesses lack confidence in how Google ranks websites.

Google can make changes to its algorithms at any time. This can result in additional costs to businesses as they try to understand what has changed and adjust their websites to ensure they stay visible in search rankings.

The CMA is looking to impose some ‘fair ranking’ conduct requirements. These include:

• Google not being allowed to discriminate based on whether the website has chosen to advertise on or has some other commercial arrangement with Google. A business opting out of its content being used in Google’s AI features could also not be discriminated against.
• Greater transparency on search rankings and a requirement to provide sufficient notice and information on upcoming changes.
• A clear and accessible process for complaints, with accountability to the CMA.

For businesses that rely heavily on search visibility, this could offer more confidence that search performance isn’t being undermined by opaque algorithms or unfair advantages.

Data portability

Google currently offer users the ability to transfer their search data to another provider. However, this is provided voluntarily, and the CMA is looking to make it a legal requirement.

What happens next?

The CMA is consulting on the proposals, and feedback is open until 25 February 2026. A final decision will follow once the responses have been assessed.

To review the consultation and participate, see: https://connect.cma.gov.uk/google-search-conduct-requirements 

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