The Competition and Markets Authority has imposed 2 new conduct requirements on Google’s general search services under the UK’s digital markets competition regime. One measure targets the fairness and transparency of rankings, including organic results shown in AI Overviews, while excluding sponsored results. Google must use objective and non-discriminatory criteria, give businesses clearer information about how rankings work, provide advance notice of significant changes, and create processes for companies to raise concerns.
A separate requirement puts Google’s UK Data Portability API on a legal footing, allowing users to transfer search data to authorised third parties such as rewards platforms and services offering personalised recommendations, discounts or cashback. The CMA said the change brings UK users’ rights in line with those in the EU under the Digital Markets Act and gives businesses more certainty to build products using search data.
Google has 6 months to implement the fair ranking requirement and 3 months to implement the data portability requirement. The CMA will monitor compliance through reporting and engagement with businesses and stakeholders, and may consider further measures as search evolves.