Google’s search services are used by millions of people in the UK and account for more than 90% of general search queries. Thousands of businesses rely on these services to reach customers, while publishers depend on search visibility for access to audiences. The scale of this activity means changes to how search operates can affect competition, innovation, and digital market fairness.
The Competition and Markets Authority has announced a consultation on a package of measures aimed at improving how Google’s search services operate in the UK. The proposals cover publisher controls, fair ranking practices, user choice screens, and data portability. The consultation is being conducted under the digital markets competition regime following Google’s designation with strategic market status in search services.
Introduction
The Competition and Markets Authority published the consultation on 28 January 2026 as part of the UK’s digital markets competition regime. The announcement sets out proposed conduct requirements for Google’s search services following its designation with strategic market status in October 2025.
The CMA stated that the measures are intended to support fair dealing, open choices, and trust and transparency for people and businesses using search in the UK. Stakeholders have been invited to submit feedback before a final decision is taken.
Context and scope of the CMA consultation
Google Search accounts for more than 90% of general search queries in the UK, with millions of people using it as a gateway to online information and services. The CMA highlighted that more than 200,000 UK firms collectively spent over £10 billion on Google search advertising last year, underlining the role of search in the economy.
The consultation forms part of the CMA’s powers under the digital markets competition regime, which allows the regulator to introduce targeted conduct requirements for firms designated with strategic market status in specific digital activities.
Proposed conduct requirements for Google
The CMA has outlined a package of measures designed to support innovation and growth while ensuring fair treatment for publishers, businesses, and consumers. These proposals are intended to give people more choice and transparency when using Google’s search services.
- Publisher controls
- Fair ranking
- Choice screens
- Data portability
Consultation framework
| Regime | Digital markets competition regime governing conduct requirements for firms with strategic market status |
| Status | Public consultation launched by the CMA on proposed measures for Google’s UK search services |
Publisher controls and AI content use
The proposals include measures to give publishers more choice and transparency over how their content is used in Google’s AI Overviews. Publishers would be able to opt out of having their content used to power AI features or to train AI models outside of Google Search.
Google would also be required to take practical steps to ensure that publisher content is properly attributed in AI-generated search results. The CMA said these changes are intended to provide a fairer deal for news organisations and other content producers.
Fair ranking and transparency for businesses
The CMA has proposed requirements to ensure that Google’s approach to ranking search results is fair and transparent for businesses. This includes establishing an effective process for raising and investigating concerns related to search result placement.
Google would be required to demonstrate to both the CMA and users that its ranking systems operate fairly, including within AI Overviews and AI Mode. The measures aim to support trust in how search results are presented.
Ranking oversight
| Requirement | Demonstration of fair and transparent ranking practices to the CMA and users |
| Scope | Applies to standard search results, AI Overviews, and AI Mode features |
Choice screens and switching search services
The proposals include making default choice screens on Android mobile devices a legal requirement. The CMA also plans to introduce choice screens on the Chrome browser to make it easier for people to switch between search services.
These measures are intended to increase user choice and reduce barriers for alternative search providers in the UK market. The CMA stated that this approach supports open and competitive digital services.
Data portability for users and firms
The CMA has proposed steps to make it easier for people and businesses to make use of Google search data. This is designed to help users transfer and manage their information more effectively across services.
The regulator said data portability can support competition by enabling businesses and consumers to explore alternative platforms without losing access to their own data.
Consultation timeline and next steps
The CMA has set a deadline of 25 February 2026 for feedback on the proposed measures. Responses from publishers, businesses, technology firms, and members of the public will be reviewed as part of the decision-making process.
A final decision will be taken after the consultation period concludes. Further information is available through the CMA’s Search page and an accompanying blog by the Executive Director for Digital Markets.
Stakeholder Comments
Sarah Cardell, Chief Executive of the Competition and Markets Authority said;
“Today is an important milestone as we consult on the first conduct requirements under the digital markets competition regime in the UK. These targeted and proportionate actions would give UK businesses and consumers more choice and control over how they interact with Google’s search services, while providing a fairer deal for content publishers over how their content is used in Google’s AI Overviews.”
In Conclusion
The CMA’s consultation marks the first use of conduct requirements under the UK’s digital markets competition regime for search services. The proposed measures focus on publisher treatment, ranking transparency, user choice, and data access.
Stakeholder feedback will inform the final decision, shaping how Google’s search services operate within the UK’s regulatory framework in the coming period.
Sources: Competition and Markets Authority, Sarah Cardell, Chief Executive of the CMA, https://www.gov.uk/government/organisations/competition-and-markets-authority
Prepared by Ivan Alexander Golden, Founder of THX News, an independent news organisation delivering timely insights from global official sources. Combines AI-analysed research with human-edited accuracy and context.
