The Competition and Markets Authority are introducing two new requirements for Google in an effort to make its search engine more fair to UK businesses.

The first requires that Google improve transparency and fairness in how search results are ranked.

The second requires Google to allow users to port their search data to authorised third parties such as rewards platforms or companies offering personalised offers or discount codes.

UK businesses rely on Google search to reach customers but have told the CMA that current ranking practices are neither fair nor transparent – and that this uncertainty holds them back from investing in and growing their businesses.

They also told the CMA that changes are made without sufficient notice, and when these changes impact their businesses, they do not have effective ways to raise concerns.

The CMA is attempting to address these conerns with these Fair Ranking requirements, which will require Google to rank search results using objective, non-discriminatory criteria, provide tranparancy on how these rankings work and give notice of changes, and introduce lear process for buisnesses to rais concerns regarding rankings.

The rules will apply to AI Overviews, but not sponsored results.

The CMA is introducing a separate conduct requirement to support greater choice and innovation for consumers.

Third-party firms are keen to offer people new products and services based on their Google search data but need to be able to access it with confidence.

Using this data would allow third parties to offer people more personalised features – like tailored travel suggestions, more relevant shopping deals, and rewards (including cashback and discounts).

The requirement puts the voluntary process already in place through Google’s UK Data Portability Application Programming Interface on a legal footing.

The rights of UK users will now be on a par with those in the EU (under the EU’s Digital Markets Act), and innovative businesses will have the certainty they need to invest in new products and services for consumers.

“Step by step, we’re ensuring that Google’s search services work better for businesses and consumers across the UK,” Will Hayter, executive director for digital markets at CMA.

“Search is a vital gateway for businesses in the UK to reach customers, and clearer, predictable and more transparent ranking systems could give them greater scope to expand and invest.

“These new measures will ensure search results are ranked fairly and objectively, with clearer information about changes and effective routes to raise concerns. At the same time, innovative businesses will have the confidence that they can access search data in practice, unlocking investment and innovation in new products and services for users.”

Google will now have six months to implement that fair ranking requirement, and three months for the data protability requirement.