Enhanced Proposals for Search Service Choice in the UK
The Competition and Markets Authority (CMA) has unveiled a set of revised proposals aimed at enhancing the options available to millions of users of Google Android and Google Chrome in the UK. These initiatives are designed to empower customers with greater autonomy over their preferred search services.
Reflecting the swift evolution of online information retrieval, the updated proposals take into account the increasing popularity of innovative services such as ChatGPT and Perplexity. The CMA has carefully considered input from a range of stakeholders, including publishers, search service providers, and consumer advocacy groups.
Key Requirements for Search Providers
As part of these proposals, Google would be obligated to implement several changes. Firstly, users of Android devices and Chrome browsers would be presented with a selection of search services upon their initial use of these platforms. Furthermore, they would receive an annual prompt to reaffirm their choice of a default search provider.
Importantly, the proposals also advocate for the inclusion of AI assistants in the selection process, provided they comply with established technical and security standards. This move aims to acknowledge the growing reliance on AI technologies as search tools.
Additionally, the CMA stipulates that any search providers featured on these choice screens must ensure clear and accurate attribution of publisher content. This measure aims to facilitate easy access to source material and enhance transparency regarding the origins of search results.
Future-Proofing Search Options
Sarah Cardell, Chief Executive of the CMA, emphasised the significance of adapting to the changing landscape of online information searches. She noted that the emergence of new services presents exciting prospects for innovation and competition within the market.
Cardell highlighted the importance of responding to the growing use of AI assistants, which, despite their rising popularity, have not been included in Google’s choice offerings. The CMA’s goal is to ensure that UK consumers have access to a diverse range of search services as they emerge.
Invitation for Public Feedback
The CMA is currently seeking public feedback on these updated proposals until 9 October, with a view to finalising decisions regarding the conduct requirements by the end of the year. Further details can be accessed on the CMA’s dedicated page concerning Google’s search and advertising services.
Since the implementation of the digital markets competition framework 20 months ago, the CMA has designated three strategic market statuses for search and mobile platforms, initiating targeted interventions that have already begun to create new opportunities for UK consumers and businesses.
Background on Strategic Market Designations
In October 2025, the CMA identified Google as holding strategic market status in both general search and search advertising services. Following this designation, the CMA outlined a comprehensive package of conduct requirements for consultation, addressing user choice, data portability, and fair ranking. Notably, it included a groundbreaking provision allowing publishers to opt out of AI features in Google’s search results.
Subsequent measures were introduced, including publisher control mechanisms on 3 June and fair ranking and data portability requirements on 17 June. The CMA is now focusing on consulting strengthened measures for user choice.
Contact Information for Media Inquiries
For further media inquiries, please reach out to the CMA press office via email at press@cma.gov.uk or by phone at 020 3738 6460. For out-of-hours inquiries, please use the out-of-hours number at 020 3738 6878. The CMA press office operates Monday to Friday, from 9 am to 5:30 pm, excluding bank holidays.