Britain's Competition and Markets Authority (CMA) issued new conduct requirements for Google's search services to ensure market fairness. The mandate requires Google to disclose how it ranks organic search results, including those in AI Overviews. Google must use objective, non-discriminatory criteria for all rankings.
The regulator also requires Google to provide businesses with advance notice of significant ranking changes. Businesses must have access to clear processes for raising concerns with the search provider.
A second requirement compels Google to allow users to transfer search data to authorized third-party services. This action places Google's existing voluntary data portability tool on a legal footing in the UK. The CMA intends for this move to foster innovation and offer consumers personalized services like tailored shopping deals.
Google has three months to comply with the data portability rule. The company has six months to implement the fair ranking requirements. The CMA will monitor compliance through regular reporting. A Google spokesperson stated the company will cooperate with the regulator while maintaining its commitment to search quality.