CMA proposes measures to support UK businesses using Google search services

The question

What new measures does the Competition and Markets Authority (CMA) propose to impose on Google Search in order to maintain fair competition in the UK and improve search services for users?

The key takeaway

The CMA has proposed a package of four measures in relation to Google's search services in the UK, which as noted by the CMA, marks the first set of conduct requirements under the digital markets competition regime. These measures are aimed at supporting innovation in the sector and helping ensure transparency and fairness for content publishers and consumers.

The background

In October 2025, the CMA designated Google with strategic market status (SMS) in the general search and search advertising services category. This allowed the CMA to impose proportionate targeted rules or "conduct requirements" on Google to ensure fair dealing, open choices, trust, and transparency. Prior to officialising the SMS status, the CMA had prepared a roadmap proposing potential measures it might take in a bid to reassure relevant stakeholders. Those early measures will continue to be assessed alongside the new proposed measures, as set out below.

Ahead of finalising the new measures, the CMA held a consultation which closed on 25 February 2026, seeking comments from stakeholders on its proposed conduct requirements for Google Search. The responses to the consultation will be reviewed by the CMA and used in conjunction with wider analysis undertaken before ratifying the measures.

The development

The measures are as follows:

• publisher controls: the first measure proposed by the CMA is centered around choice and transparency; two key focuses for publishers. Publishers and content creators will be able to opt-out of their content being used for AI Overviews or to train other generative artificial intelligence models outside of Google. This will give content creators stronger bargaining powers and ensure AI generated results are reliable and trustworthy. In addition, this measure also requires Google to ensure AI results are properly attributed to publisher content.
• fair ranking: Google must demonstrate to the CMA that it ranks search results fairly; not only in respect of general results but also in AI Overviews and AI Mode to make sure it is not biased towards websites that have commercial arrangements with Google. If Google fails to do so, it will be subject to investigation. An effective complaints process will also be in place to tackle any ranking issues. This ensures fairness and transparency for businesses and customers will be able to have confidence knowing measures are in place to ensure transparency and mitigate bias in search results.
• choice screens: the CMA will legally require Android mobiles and Chrome browsers to let users choose their default search service through choice screens. These should be easily accessible to users at all times.
• data portability: this measure would assist users to transfer their search data to other search engines/services or even use a third-party tool alongside Google's products. It would also allow users to extract their search data for their own use. From an innovative perspective, this could promote the development of new data-driven services to assist users with their search data.

Why is this important?

Google Search makes up over 90% of all general search queries in the UK with £10bn being spent on Google's search advertising by over 200,000 businesses in the UK in 2025 alone. Its widespread use is pushing the CMA to look at ensuring that users and businesses have appropriate control and choice over their interactions with the search engine.

Any practical tips?

Businesses should note the principles the CMA has applied in their proposed measures, which the CMA has referred to as the "4Ps" – proportionality, pace, predictability and process. Businesses should bear these principles in mind when developing AI tools to ensure their tools promote innovation, fairness and transparency for businesses, investors and consumers alike.

Spring 2026