The UK's Competition and Markets Authority (CMA) is attempting to expand search engine options where Google has the tightest control over the market—on Android smartphones and in the Chrome browser. The regulator has proposed allowing users to choose their preferred search provider on these platforms so that Google's search engine is not used automatically. The CMA also wants to change the rules for AI assistants and require search services to provide clearer attribution of publisher content. The new proposal continues measures recommended at the beginning of 2026.
The CMA's proposal includes three key recommendations. The first is to require Google and Android smartphone manufacturers to offer buyers a choice of search platform upon first use of the phone or opening Chrome, and then to remind them of this choice annually. The second is to allow the selection of AI assistants, provided certain technical and security requirements are met. The third is to require all search providers to indicate publisher content attribution when displaying results, so people can easily see and access these sources.
Users in the UK can already choose their search provider on Android and Chrome, so the new proposal is likely to simply formalize this practice. However, annual reminders about search engine choice on these platforms will be a new feature.
"The way people search for information on the internet is changing: new services are creating fresh opportunities for innovation and competition," said CMA Chief Executive Sarah Cardell. "We have listened carefully to feedback and are responding swiftly to the rise of AI assistants, which people increasingly use as a search service but are not included in Google's choice screens. This is about safeguarding future opportunities for UK users to choose the search service they need as new options emerge on the market."
The new proposals followed the introduction of a rule allowing publishers to opt-out of AI results, which came into effect on June 3. Additionally, on June 17, the CMA introduced requirements for fair ranking in Google search and data portability.
Related articles
