Britain's Competition and Markets Authority (CMA) on Tuesday proposed new rules that would force Google and Apple to allow app developers to direct users to alternative, cheaper payment options. The proposed "anti-steering" conduct requirements would remove restrictions that currently prevent developers from informing UK users about payment methods outside of the app stores, where commissions can be as high as 30%.
The regulator stated that any fees charged by Google or Apple for allowing this practice must be fair, reasonable, and lower than current commissions, with the expectation that savings would be passed on to consumers. The move is part of the CMA's new powers under the Digital Markets, Competition and Consumers (DMCC) Act to regulate tech firms with "Strategic Market Status."
The proposal is now open for consultation. In response, Google stated it has already implemented the proposed changes, pointing to new Play Store terms introduced in June 2026. The CMA is also considering requiring Apple to open up access to its contactless payment technology.