The Competition and Markets Authority has introduced 2 new conduct requirements for Google’s general search services under the UK’s digital markets competition regime. One rule requires more transparent and fair ranking of organic search results, including AI Overviews but not sponsored results. Google must use objective and non-discriminatory criteria, notify businesses ahead of significant changes and create clear routes for ranking concerns to be addressed.
The CMA said UK businesses depend on Google search to reach customers and have raised concerns that ranking changes can be unclear, unpredictable and hard to challenge. The regulator said fairer ranking systems could improve confidence for businesses while maintaining relevant and high-quality search results as AI features such as AI Overviews and AI Mode develop.
A second requirement puts Google’s UK Data Portability Application Programming Interface on a legal footing. Users will be able to authorise third-party services, such as rewards platforms or personalised offer providers, to access their search data for features including tailored travel suggestions, shopping deals, cashback and discounts.
Google has 6 months to implement the fair ranking requirement and 3 months to meet the data portability requirement. The CMA said it will monitor compliance through reporting and engagement with businesses and stakeholders, and may consider further measures as search evolves.
