The Competition and Markets Authority (CMA) has today proposed a package of measures to make Google Search more fair in the competitive sphere, especially when it comes to AI.

This includes making sure publishers, including news and other content producers, get a fairer deal over how their content is used in Google’s AI Overviews.

Google Search accounts for more than 90% of all general search queries in the UK – with millions of people relying on it as a key gateway to the internet.

More than 200,000 firms in the UK collectively spent more than £10 billion on Google’s search advertising last year.

In October 2025, the CMA designated Google with strategic market status (SMS) in search services, which means the engine will face more stringent requirements for fair competition, open choices, and transparency.

Now, the CMA is consulting on some proposed conduct requirements designed to support innovation while also ensuring people benefit from fair competition.

These include increasing publisher choice in how their content is used in Google AI Overviews. This would give publishers the option to opt out of their content being used in AI features on Google or being used to train AI models. Google would also be required to properly attribute content used in its AI results.

Google would also need to ensure that its approach to search results rankings are fair and transparent, with an effective process for raising and investigating issues.

To make switching search services easier for people, Google would be required to have default choice screens on Android mobile devices, as well as choice screens on Chrome browsers.

People and businesses would also be able to access and make use of Google search data more easily under the proposed mandates.

“Today is an important milestone as we consult on the first conduct requirements under the digital markets competition regime in the UK,” Sarah Cardell, chief executive of the CMA, said.

“These targeted and proportionate actions would give UK businesses and consumers more choice and control over how they interact with Google’s search services – as well as unlocking greater opportunities for innovation across the UK tech sector and broader economy.

“They would also provide a fairer deal for content publishers, particularly news organisations, over how their content is used in Google’s AI Overviews.”

Before these new rules can come into effect the CMA is required to consult on the proposals, and feedback can be submitted until 25 February 2026.