The UK Competition and Markets Authority (CMA) has unveiled updated proposals designed to give millions of Google Android and Google Chrome users across the country greater choice and control over their default search services.
Under the revised framework, Google would be required to display choice screens to users setting up Android devices or opening Google Chrome for the first time, followed by an annual prompt allowing them to re-select their preferred search engine. To address rapid technological shifts and the growing popularity of tools like ChatGPT and Perplexity, the CMA’s updated measures would also allow AI assistants to appear as options alongside traditional search engines, provided they meet standard technical and security criteria. Furthermore, the proposals mandate that any featured search providers clearly and accurately attribute publisher content so consumers can easily identify and access original sources.
CMA Chief Executive Sarah Cardell noted that the changes aim to future-proof choices for UK consumers as AI-driven search models continue to evolve. The regulator is accepting public feedback on the proposal through October 9, with a final decision expected before the end of the year.
The initiative builds on the CMA’s broader oversight under the UK’s digital markets competition regime, which came into force 20 months ago. The regulator designated Google as having strategic market status in general search and search advertising in October 2025. Since then, the watchdog has introduced several conduct requirements, including a landmark measure enacted in June that gave online publishers the ability to opt out of having their content used in Google’s AI search features.
