The UK Competition and Markets Authority (CMA) announced new rules on June 17, 2026, requiring Google to provide greater transparency on how its search rankings are determined and to apply objective, non-discriminatory criteria for ranking organic search results [1, 2, 3, 4, 5]. The CMA also mandated that Google offer clearer complaint processes and allow users to transfer their search data to authorised third parties [1, 2, 3, 4, 5, 6].
Google holds more than 90% of the UK search query market, underscoring the company's dominant role in online search services in the country [1, 3, 4, 5]. The CMA designated Google with "strategic market status" in 2025, enabling it to impose targeted regulations on the tech giant to promote competition and fairness [1, 2, 4, 5].
The new rules mark a significant step in the CMA's oversight of Google. The authority requires Google to implement the fair ranking requirements within six months, while the data portability measures must be in place within three months [1, 2, 3, 4, 5]. Earlier in June 2026, the CMA required Google to allow British website owners to opt out of having their content used in Google's AI-powered search features, such as AI Overviews [1, 2, 3, 4].
UK businesses have told the CMA that Google’s current ranking practices lack fairness and transparency, often changing without sufficient notice, which hinders investment opportunities [1, 3, 5]. Will Hayter, CMA Executive Director for Digital Markets, emphasized that "step by step, we’re ensuring that Google’s search services work better for businesses and consumers across the UK" [1]. He added that "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" [2, 5].
The CMA stated it may introduce further measures if needed to ensure competition and fairness in digital markets [1, 3]. Google now faces a firm deadline to comply with these requirements to increase accountability and openness in how search results are ranked and to empower users with greater control over their data.
