Britain’s competition authority has set out a package of behavioural rules it wants Google to follow to curb the search giant’s grip on the UK market and to give publishers and consumers greater control over online information flows. The Competition and Markets Authority (CMA) proposes requirements aimed at how Google displays and uses content in its AI-driven search features and at making it simpler for people to move between search services. (Sources: [2],[7])

A central strand of the plans would let newsrooms and other content creators choose whether their material is included in Google’s AI Overviews and to require clearer attribution when publisher content appears in AI-generated results. According to the consultation documents, the CMA would also compel Google to offer publishers more transparency and options around use of their material for both search features and for training models outside Search. (Sources: [2],[4])

The regulator is also focused on user choice and portability. Among the proposed measures are a mandatory default choice screen on Android devices and within the Chrome browser to make switching search providers easier, and new rules to support data portability so consumers and businesses can take search settings and signals elsewhere. The CMA says such steps would lower barriers to competition for rival search services. (Sources: [2],[7])

Announcing the consultation, CMA chief executive Sarah Cardell said: "Today is an important milestone as we consult on the first conduct requirements under the digital markets competition regime in the UK." The CMA has opened the consultation with a deadline for responses of 25 February 2026. (Sources: [2],[3])

Google has previously warned that heavy-handed controls could fragment the user experience and complicate operations for site owners, and the company has signalled it will engage with the CMA process while urging any measures to be simple and scalable. Industry commentary has emphasised the need to balance safeguards for publishers and consumers with the practicalities of running a global search service. (Sources: [5],[6],[2])

Media trade bodies and consumer groups welcomed elements of the proposals while urging swifter action. The News Media Association described the plans as necessary to prevent Google extracting value from publishers without fair reward and to open model development to competitors, while consumer group Which? called the measures a vital step to break Google’s dominance and reduce costs for users. The CMA notes Google handles more than nine out of every ten UK searches, underscoring why the regulator says intervention is needed. (Sources: [4],[2],[6])

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Source: Noah Wire Services