The UK’s Competition and Markets Authority (CMA) has proposed a sweeping set of “conduct requirements” for Google, marking a major milestone in the country’s new digital competition regime. With Google handling over 90% of UK searches, the CMA’s strategy aims to foster innovation while ensuring a fairer digital economy.
The proposals focus on four critical areas:
- Publisher Empowerment: News and content creators would gain the right to opt out of having their work used in Google’s “AI Overviews” or for training AI models. Google must also provide clear attribution, giving publishers more bargaining power.
- Fair Search Rankings: Google will be prohibited from favoring its own services or advertisers. The watchdog wants “fair and transparent” ranking principles to ensure businesses compete on merit, not commercial ties.
- Active Consumer Choice: To make switching easier, “choice screens” will be legally required on Android devices and the Chrome browser, allowing users to select their preferred search engine during setup.
- Data Portability: By putting data-sharing tools on a legal footing, the CMA intends to let consumers and startups move search data securely, sparking competition from smaller, innovative “scale-up” businesses.
CMA Chief Executive Sarah Cardell stated these “targeted actions” would give the UK public more control and unlock growth across the tech sector. The public and industry stakeholders have until February 25, 2026, to provide feedback before the rules are finalized.