The Competition and Markets Authority (CMA) has announced a series of proposed measures designed to improve fairness, transparency and choice for businesses and consumers using Google’s search services in the UK.

Google accounts for more than 90% of general search queries in the UK and attracted over £10 billion in UK search advertising spend last year. As a result, any changes to how its search services operate could have a significant impact on the way businesses promote themselves online.

In October 2025, Google was designated with Strategic Market Status (SMS). While this designation does not imply wrongdoing, it does give the CMA the power to introduce conduct requirements.

Below is an overview of the proposals and what they could mean in practice for businesses that rely on Google to reach customers.

Improving user choice in search

Google is typically set as the default search service on its Android operating system and Chrome browser. The CMA is proposing measures to make it easier for users to choose their preferred search service and switch between services more easily.

If implemented, Google would be required to display additional choice screens and allow users to change their selected search service at any time. This is intended to encourage users to consider alternative search providers rather than automatically defaulting to Google. For businesses, this could prompt a review of advertising spend with Google, but it may also lead to lower advertising costs if competition between search providers increases.

Publisher choice and transparency

Content publishers, including news organisations, blogs and specialist content creators, have seen a reduction in ‘click-throughs’ to their websites as a result of generative AI features used by Google.

The proposed measures would give publishers greater control over whether their content can be used in AI features such as AI Overview, including the ability to opt out. Publishers would also receive clearer information on how their content is being used, and Google would be required to ensure that any content used is properly attributed to the original publisher.

Fair ranking

Search services play a crucial role in helping businesses find online customers, yet many organisations lack confidence in how Google ranks websites.

Google can update its algorithms at any time, which can create additional costs for businesses as they seek to understand changes and adjust their websites to maintain visibility in search results.

The CMA is considering introducing ‘fair ranking’ conduct requirements, including:

  • Google not being permitted to discriminate based on whether a website advertises with Google or has another commercial relationship with it. Businesses that opt out of having their content used in Google’s AI features could also not be disadvantaged.

  • Increased transparency around search rankings, including providing sufficient notice and information about upcoming changes.

  • A clear and accessible complaints process, with oversight by the CMA.

For businesses that depend heavily on search visibility, these measures could provide greater confidence that search performance is not being affected by opaque algorithms or unfair advantages.

Data portability

Google currently allows users to transfer their search data to another provider on a voluntary basis. The CMA is proposing to make this a legal requirement.

What happens next?

The CMA is consulting on the proposals, with feedback open until 25 February 2026. A final decision will be made once all responses have been reviewed.

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