Britain's Competition and Markets Authority (CMA) has proposed measures to give consumers more choice over search services on Google's Android and Chrome platforms. The proposals aim to ensure publishers receive a fairer deal for their content used in AI Overviews and to improve search result ranking transparency.
The proposed changes could significantly impact how consumers access information and how publishers monetize their content in the UK, potentially fostering greater competition in the search engine market and influencing the development of AI-driven search features.
Britain's competition watchdog has put forward proposals to give users of Google's Android and Chrome services greater choice and control over their search engines and AI assistants. The Competition and Markets Authority (CMA) announced the measures on September 23, 2026, following its designation of Google with strategic market status in October 2025 due to its substantial and entrenched market power in search.
The proposed conduct requirements aim to ensure publishers, including news and content producers, receive a fairer deal for their content used in Google's AI Overviews and for training AI models. Google will be required to provide greater transparency and control to publishers regarding the use of their content. Additionally, the tech giant must demonstrate to the CMA and users that its search results are ranked fairly, including within AI Overviews and AI Mode.
To enhance consumer choice, the CMA is proposing to make default choice screens a legal requirement on Android mobile phones and introduce them on the Chrome browser. This aims to make it easier for users to switch to alternative search services. The regulator also wants Google to facilitate data portability, enabling users and businesses to better utilize search data. The CMA is currently consulting on these proposals, with feedback due by February 25, 2026, before a final decision is made.
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