UK watchdog orders Google to make search rankings fairer and more transparent

UK Competition and Markets Authority Takes Regulatory Action Against Google

The UK Competition and Markets Authority has issued new conduct requirements for Google that will fundamentally reshape how the tech giant operates its search services in Britain. The CMA mandates that Google search rankings must become fairer and more transparent, while also requiring the company to enable user data portability to third-party platforms1

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. This regulatory action follows complaints from UK businesses that Google's current approach is "neither fair nor transparent," as the company makes changes without sufficient notice and does not offer an easy way to complain1

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What the Conduct Requirements for Google Demand

Google must now provide businesses with more transparency into how its rankings work and introduce clear processes for raising concerns about its practices1

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. The company must use objective ranking criteria and nondiscriminatory standards when determining organic search results3

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. These requirements extend to AI-generated search results, specifically covering AI Overviews, though sponsored results remain exempt from these rules1

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. Google must also give advance notice of major changes to its search systems and create a formal complaint process for businesses to address ranking-related concerns2

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Data-Sharing Rules and Timeline for Compliance

The CMA's intervention includes a separate directive on user data portability, requiring Google to allow users to easily share their search data with rewards platforms, companies offering personalized offers, and other authorized services3

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. While Google already operates a Data Portability API, the CMA is making this voluntary process legally binding, putting UK users' rights on par with those in the EU under the Digital Markets Act1

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. Google has six months to implement the ranking requirements and three months to comply with data portability rules2

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Strategic Market Status and Google's Market Power

The CMA designated Google with Strategic Market Status in general search and search advertising in October 2025, recognizing the company's substantial market power1

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. The company handles more than 90% of search queries in the UK, according to the competition watchdog2

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. This designation gives the CMA authority to introduce interventions such as the current conduct requirements. Will Hayter, Executive Director for Digital Markets at the CMA, stated: "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"3

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Impact on Content Discovery and Business Investment

The regulator acted after businesses raised concerns that changes to Google's search systems often lacked ranking transparency and could affect traffic and revenue without sufficient warning2

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. According to the CMA, this uncertainty discouraged some businesses from investing and growing. The new measures aim to ensure that content discovery through organic search results operates more predictably. Businesses are particularly interested in accessing user search data, which the CMA believes could unlock investment and innovation in new products and services, including tailored travel suggestions, more relevant shopping deals, and rewards such as cashback and discounts1

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Google's Response and Industry Concerns

Google maintains that its ranking systems are already fair. A company spokesperson told The Register: "Our ranking systems are fair, transparent and show the most relevant, highest quality results. We are committed to protecting the integrity of our systems, and will work constructively with the CMA to ensure that we can uphold the high quality of Search for our users"1

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. However, the UK's Professional Publishers Association has expressed concern that the six-month implementation period gives Google too much time while AI-driven search continues to reshape how audiences find content online2

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. This latest action follows earlier measures in June that gave publishers more control over whether their content powers Google's AI search features2

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. The CMA warned that more activity is expected over the summer and will monitor compliance closely, with the possibility of imposing further measures if necessary1

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