UK watchdog targets Google over AI search results
The UK’s Competition and Markets Authority (CMA) has proposed new restrictions on Google’s search services to make them fairer to publishers and consumers.
The CMA previously designated Google with strategic market status (SMS) in search services, meaning it has substantial and entrenched market power, as well as a position of strategic significance in its market.
Due to this classification, the CMA is able to introduce targeted rules for Google’s operations in the UK aimed at improving fairness and transparency.
The new package of measures proposed by the CMA would require Google to implement publisher controls, which allow content publishers such as news websites to opt out of Google using their content to power its AI features. This includes using content from publishers in AI Overview or AI Mode.
Another requirement proposed by the CMA is that Google should provide more transparency on its search rankings and be able to demonstrate that it ranks content fairly.
The CMA also plans to make it easier for people to switch the Google search services they use by making default choice screens on Android mobiles a legal requirement and introducing choice screens on the Chrome browser.
Before these new targeted rules are introduced, the CMA will consult on these proposals, with the deadline for feedback set for 25 February 2026.
“These targeted and proportionate actions would give UK businesses and consumers more choice and control over how they interact with Google’s search services – as well as unlocking greater opportunities for innovation across the UK tech sector and broader economy,” said CMA Chief Executive Sarah Cardell.
“They would also provide a fairer deal for content publishers, particularly news organisations, over how their content is used in Google’s AI Overviews.”
