The Competition and Markets Authority (CMA) has proposed a package of targeted conduct requirements for Google following its designation as a firm with strategic market status (SMS) in UK search services. These measures aim to ensure fair dealing, open choices, and transparency by addressing Google’s market dominance, where it currently handles over 90% of UK general search queries. The proposal includes mandatory publisher controls that allow content producers to opt out of having their material used to power AI Overviews or train AI models, while also requiring Google to provide proper attribution for used content. Additionally, the requirements mandate fair and transparent ranking processes for search results, the introduction of legal choice screens on Android devices and the Chrome browser to facilitate switching, and improved data portability for users and businesses. This regulatory intervention, currently open for public consultation until February 2026, is designed to support innovation and provide a fairer economic deal for news organizations and content publishers within the digital ecosystem.
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