UK watchdog proposes stricter rules on Google’s search defaults and AI assistants

Planned rules would formalise search-choice prompts, extend them to AI assistants, and tighten how publisher content is shown in results.

The UK Competition and Markets Authority has proposed new rules to limit Google’s default control over search on Android devices and in the Chrome browser by requiring explicit search engine choice screens plus annual reminders for users. The plan would also oblige smartphone makers to offer a choice of AI assistants that meet technical and security criteria, rather than bundling only Google’s own services. In addition, search providers would be required to give clearer attribution and direct access to publisher content when it appears in results, including AI-style answers. These measures build on CMA rules introduced in June that let publishers opt out of AI results, mandate fair treatment in Google search rankings and support data portability. Although UK users already see search-choice prompts today, the CMA’s proposals aim to formalize and extend them as AI assistants increasingly act as alternative search interfaces.