CMA Proposes Tougher Google Choice Screen Rules to Include AI Assistants Like ChatGPT

CMA Strengthens Google Choice Screen Proposals

The Competition and Markets Authority (CMA) has put forward strengthened proposals requiring Google to include AI assistants on its Android and Chrome choice screens, marking a shift in how UK users select their default search service1

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. The UK competition watchdog announced on Wednesday that AI assistants such as ChatGPT and Perplexity must appear on Google's choice screens, provided they meet technical and security criteria3

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. The regulatory changes come as the CMA responds to how people increasingly use AI assistants as their primary search service.

Annual Prompts and Setup Requirements

Under the new rules for Google, Android and Chrome users would receive a choice of search providers when they first set up an Android phone or open Chrome for the first time4

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. The proposal introduces a yearly prompt requiring users to select their default search service, a measure that codifies existing practices while adding regular reminders1

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. Google has objected to the annual frequency, arguing in its March response that yearly prompts would annoy users and suggesting instead a permanent switch in device settings2

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. Despite Google's preference for a single switch hidden within settings, the CMA has maintained the annual prompt requirement.

Fair Attribution of Publisher Content

The CMA proposals include a new requirement for fair attribution of publisher content across all search providers displaying search results1

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. This attribution rule ensures users can easily see and access source material, addressing concerns raised by publishers during earlier consultations2

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. The Professional Publishers Association had argued that AI assistants should be excluded from choice screens, stating they operate outside existing licensing frameworks, while the News Media Association warned of traffic being diverted away from publishers2

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. The revised attribution requirement reflects feedback from publishers, search providers, and consumer groups.

Timeline and Broader Regulatory Context

The consultation period for these proposals runs until October 9, with the CMA expected to make a final decision by the end of the year3

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. These user choice rules represent the last outstanding piece of the package the CMA proposed in January, after designating Google as a strategic market in search in October 20252

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. The regulator has already imposed publisher controls over AI features on June 3 and fair ranking and data portability requirements on June 171

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. Sarah Cardell, the CMA's chief executive, emphasized that the measures aim to future-proof options available to UK users as new search services come to market1

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Implications for AI Assistant Competition

The proposals signal how search engine choices are evolving beyond traditional platforms. Google's Gemini remains tightly integrated into Google Search with no option to change it yet1

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. Meanwhile, Apple has reportedly introduced private hooks into macOS 27 and iOS 27 that will let apps replace Siri AI's server with third-party models like Claude, possibly anticipating similar rules around AI assistants1

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. Many territories, including Europe, already mandate that smartphone makers give buyers a choice of search engine and browser when they first use devices1

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. The CMA's move extends this principle to AI assistants, recognizing their growing role in how users access information online.