CMA Proposes Key Measures for Google’s Search Services in the UK
The Competition and Markets Authority (CMA) has unveiled a series of proposed measures aimed at empowering UK businesses and consumers when using Google’s search functionalities. These measures are designed to ensure that content creators, particularly publishers, receive fair treatment regarding how their material is utilised in Google’s AI-driven features.
Importance of Google in the UK Online Landscape
Google holds a dominant position in the UK search market, with over 90% of general search queries conducted through its platform. This reliance is reflected in the substantial expenditure by UK businesses, which collectively invested more than £10 billion in Google search advertising last year. Given the integral role of these services in the UK’s economic fabric, the CMA highlights the urgent need for effective competition within this sector.
Strategic Market Status Designation
In October 2025, the CMA designated Google as having strategic market status (SMS) concerning its search services. This status enables the CMA to enforce specific regulations aimed at ensuring fair dealings and enhancing transparency within Google’s operations. Such measures are considered essential for fostering trust and encouraging innovation in the digital marketplace.
Proposed Conduct Requirements
In a roadmap released in June 2025, the CMA outlined possible interventions and is now consulting on specific conduct requirements, which include:
- Publisher Controls: Content producers will gain greater autonomy and clarity on how their works are incorporated into Google’s AI features. This includes options to opt out of their content being utilised for AI training and a mandate for proper attribution in AI search results.
- Fair Ranking: Google will be required to ensure a transparent and equitable approach in ranking search results and to provide mechanisms for addressing concerns about its ranking methods.
- Choice Screens: New regulations will facilitate easier transitions between search services by mandating default choice screens for Android devices and implementing similar options for users of the Chrome browser.
- Data Portability: Enhanced accessibility to Google search data for both users and businesses will be promoted.
Official Perspectives
Sarah Cardell, Chief Executive of the CMA, remarked that today’s consultative phase represents a significant advancement in the UK’s digital markets regime. The proposed measures aim to furnish users with more options and control over their engagement with Google’s search services while stimulating further innovation throughout the technology sector.
Next Steps and Consultation Deadline
Before finalising the proposed measures, the CMA will gather feedback from stakeholders. The consultation period is set to conclude on 25 February 2026, at which point a definitive decision will be made based on the input received. Further details are accessible on the CMA’s official webpage and related announcements.
Background
The CMA’s actions come in the wake of growing concerns regarding digital monopolies and the need for fair practices in online services. The SMS designation underscores the recognition that some firms possess substantial power within the digital economy, necessitating targeted regulations to foster competition and protect consumer interests.
Source: official statements, news agencies, and public reports.
https://www.gov.uk/government/news/cma-proposes-package-of-measures-to-improve-google-search-services-in-uk
